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For music fans, many of whom want to survive crowded and often muddy outdoor concerts with a dash of style, a good pair of boots becomes necessary.
British footwear brand Dr. Martens, favored by rock and punk lovers, recently launched the 2014 autumn/winter collection in Beijing.
The Spirit of 69 is a collection that is inspired by the style and music of 1960s Britain. The Originals and the Reinvented lines reinterpret the house classics with elements like rivets, laces, floral prints and tattoos. The Casual collection is tailored for casual walks and sports and the Harrow line for office staff.
"It's about telling the story, about the roots of our brand but doing it in a very contemporary way," says Simon Jobson, global marketing director of Dr. Martens.
In the past 53 years, Dr. Martens has been associated with Western youth cultures such as skin, punk, goth, emo, indie and grunge.
The label launched global music event #STANDFORSOMETHING last year, inviting local bands to take part in the concert to celebrate the old rock and roll spirit. The SFS music event has toured China and is going to the United States, Paris, Hamburg, Copenhagen, Stockholm and Amsterdam.
The SFS event in China involved six bands, includingRebuilding the Rights of Statues, My Skin Against Your Skin from Taipei, Poshangchun, SUBS and Chochukmo.
An Zhuoya, the lead singer of My Skin Against Your Skin, remembers wearing Dr. Martens boots for her first performance at school.
"Those shoes were like a symbol of status for the students," she recalls.
Mike Orange, the guitarist of Chochukmo, says wearing Dr. Martens gives him a sense of "onstage security".
"It's about diversity and telling the consumers that we are all about championing people who actually have confidence in themselves and have something to say about themselves. Teenagers in China love music. It gives the consumers a chance to get close to their music heroes," Jobson adds.
sunyuanqing@chinadaily.com.cn
