Creative Strategy and Promotion document

art meets attitude dr. martens x mul

creative strategy and promotion

chapter 1: introduction

chapter 4: target audience

chapter 2: research and analysis

chapter 5: tactics

chapter 3: concept

chapter 6: references

A collaboration of both art and attitude between Dr. Martens and MUL. The Newcastle-based street artist known for his colourful and vibrant art and the iconic Dr. Martens are coming together to create a new line of footwear tailored to those wanting to express themselves through their footwear. The new line of boots and shoes will be released exclusively in the Dr. Martens store in Newcastle, paying homage to the artist behind the designs. The shoe line will be available online it being heavily promoted via social media, before the initial release to create buzz and hype around the new collection.

1461 QUAD MUL

mission

To design a new collection of shoes and boots for those who are inspired by the streets, art, music and culture.

Dr. Martens is all about rebellious self-expression, and this is reflected in how they promote their products and show themselves as a brand. The collection is intended to evoke the rebellious nature of Dr. Martens and street art. Mul draws inspiration from artists, music, and culture to create the ideal balance of self-expression and originality in fashion. This collection combines ART with ATTITUDE. #artmeetsattitude

outcomes

The outcomes of this collaboration include a new collection of footwear designed for the outgoing individual, those who want to stand out from the crowd and express themselves through their style.

A social media hashtag called #artmeetsattitude will be used in association with the map included in the thirty-page zine showcased in the Dr. Martens store in Newcastle. The map allows consumers to go around Newcastle spotting Mul’s pieces of art and can be ticked off one by one in the list. The zine also showcases exclusive photography and BTS footage along with the designs for the new footwear.

Consumers are encouraged to show off their new Dr. Martens x Mul designs via Instagram, using the hashtag #artmeetsattitude.

about

Dr. Martens

On April 1st, 1960, the first set of Dr. Martens boots came off the assembly line. It was a boot for workers, originally worn by postmen and police officers, with its recognizable yellow stitch, grooved sole, and heel-loop; it was comfortable, strong, and lightweight in contrast to its rivals at the time.

Various individuals, musicians, youth cultures, and tribes have embraced and distorted the Dr. Martens brand throughout its existence. These are the individuals who stand out from the crowd, and a pair of DMs have always travelled with them on their journey of self-expression. Each pair can be personalized thanks to the basic silhouette, and due to their well-known comfort and durability, they are the perfect shoes for street fashion and gigs. They represent strength and attitude on an emotional level.

The Northamptonshire factory where it all began still exists to this day, in the village of Wollaston. A specific range of ‘Made In England’ products are manufactured here by a small, close-knit team of people schooled in traditional shoe-making and a process that hasn’t changed since our first pair six decades ago.

OUR DRIVERS

Democratic brand Growing our consumer base by harnessing the brands’ diverse and inclusive global appeal.

True to our heritage Underpinning trends whilst remaining relevant to youth culture and modern day tribes.

Iconic product Expanding our a offering through style and category variations of our iconic originals.

A global approach Globally consistent and locally relevant to our consumers in every market.

https://www.drmartensplc.com/about-us/strategy/

"IT’S BEEN SIX DECADES AND ONE HELL OF A JOURNEY FROM FACTORIES TO FESTIVALS STREETS TO STAGES WHEN TOWNSHEND DESTROYED HIS GUITAR WE WERE WITH HIM AND WHEN PUNK BLEW UP SO DID WE AND WE'VE STOOD WITH YOU THROUGH IT ALL KICKED THE AIR WITH YOU IN JOY AND KICKED WALLS WITH YOU IN FRUSTRATION

WHEN LIFE KNOCKS YOU DOWN WE’LL BOUNCE BACK WITH YOU NO MATTER WHAT. WE ARE TOUGH AS YOU" (DR. martens)

https://www.drmartens.com/ca/en_ca/tough-as-you/about

'Their toughness combined with their softness and flexibility is what made them so perfect for the routines I performed on stage. I literally bounced.'

brandhistory

The Griggs family were known for making boots in the small town of Wollaston, Northamptonshire in the English Midlands. They were at the very heart of the English shoe industry and for six decades Griggs’ footwear earned a solid reputation as sturdy, durable work boots.

Whilst scanning the pages of a shoe trade magazine, the Griggs family’s eye was caught by the German advert for their innovative aircushioned sole.

An exclusive license was acquired and a few key changes made, including an altered heel, a bulbous but simple upper, a distinctive yellow welt stitch, a two tone grooved sole edge and a unique sole pattern. The boots were branded as ‘Airwair’ and came complete with a black and yellow heel loop featuring the brand name and the slogan “With Bouncing Soles”. Taking its name from date of its inception, April 1st, 1960, the eight-holed 1460 Dr. Martens boot had arrived.

Each successive new tribe who adopted the boot subverted the style of the previous wearers – yet large sections of the anti-establishment underground continually championed Dr. Martens. By the end of the decade the boot had become a fierce symbol of selfexpression at the very heart of British youth culture.

Back in Britain, Britpop rebelled against this so-called ‘loser kid’ apathy but did so in the same boots, the 1460.

The emergence of nu-metal and very early emo saw yet more new music genres adopt the boot. The brand also became synonymous with festival culture.

In 2010 a revitalised Dr. Martens celebrated its fiftieth anniversary: five decades that have witnessed the brand’s adoption by a diverse range of tribes, celebrities, musicians and free-thinking individuals – each subverting and twisting the boots and shoes to their own personal needs, attitudes and identity.

Dr. Klaus Maertens, a 25-year-old soldier. While recovering from a broken foot, created a unique aircushioned sole (rather than the traditional hard leather sole) to aid his recovery. Maertens made a prototype shoe and showed it to an old university friend and mechanical engineer, Dr. Herbert Funk. The two went into partnership by using disused military supplies to begin producing their unique shoes.

https://www.drmartens.com/us/en/history

Initially worn by postmen and factory workers, Dr. Martens’ first few years of existence was very much that of a £2 work-wear boot, selling solid quantities to Britain’s working classes.

Pete Townshend of The Who became the first high profile individual to wear them as a symbol of his own working class pride and rebellious attitude. In so doing, both first generation skinheads and Townshend altered the course of the brand’s history, changing this functional work-wear boot into a subcultural essential.

Youth culture rose up from the streets with yet more highly visual and individual tribes such as psychobilly, grebo and scooter boys.

Sales of small men’s size boots alerted Dr. Martens to a street trend for girls buying then customizing the simple 8-hole boot. Meanwhile, US Hardcore musicians touring the UK began to take pairs of DM’s back to the west coast, inadvertently starting American subculture’s adoption of the brand.

Shortly after the brand’s fortieth birthday, sales declined so dramatically that all but one of the UK factories had to be closed to stave off bankruptcy. Then in 2003 the revitalisation of the famous brand began with high fashion designers from around the globe re-interpreting and customising the classic 1460 boot.

In 2007 the resurgence continued when the original Cobbs Lane factory in Northampton factory recommenced the manufacture of hand-made Dr. Martens Originals.

brandoverview

Since the 1960s, Dr. Martens shoes have been widely recognized as a fashion statement. Dr. Martens has transformed what originally began as a working man’s boot into a style that is made for everyone. From punks and skinheads to the gay community honouring Pride Month and avid festival goers, the brand has become associated with every conceivable subculture. Since the beginning, music has played a significant role in shaping Dr. Martens and has given these subcultures a platform to express themselves through the brand’s iconic designs.

For decades, music has been at the core of the Dr. Martens brand, from Pete Townsend stepping on stage in his own battered 1460 boots in the sixties pushing the brand in a whole new direction. Since then, music has been at the forefront of inspiration for Dr. Martens from their brand ethos and the collaborations they have taken forward.

where they

operate

The Dr. Martens business operates a regional model from three regions: EMEA (headquartered in London), Americas (headquartered in Portland) and APAC (headquartered in Hong Kong), with its head office in the UK.

The business also operates out of several additional locations around the world in Northamptonshire, Paris, Düsseldorf, Stockholm, Milan, Los Angeles, New York, Tokyo, Shanghai, Seoul, Zhuhai and Ho Chi Minh City.

https://www.drmartensplc.com/our-business/where-we-operate/

w s

Dr. Martens’ strengths lie in their history and their dedicated to their history. Dr. Martens has traditionally been seen as a working man’s boot, with the idea behind Dr. Martens being built to last, to be put through the worst and still come out the same. The slogan ‘Tough as You’ represents the concept that Dr. Marten shoes are built to last.

From their social media posts to their collaborations with brands, musicians and artists, Dr. Martens as a brand has a clear image that they show to consumers.

Dr. Martens’ social media engagement has been growing year after year, with a 7% increase on Instagram in 2022. Dr. Martens is evolving and adapting to the market while maintaining their own history and values.

Dr. Martens’ weaknesses stem from the fact that, for a British company founded in Northamptonshire, they no longer capitalise on this as they once did. Their manufacturing line is now produced in Asia, with only a small range (Made in England) promoted on their website.

Dr. Martens hasn’t used social media influencers to reach out to various target markets, such as Gen Z and millennials, who are likely to buy from them, with the idea of vintage wear becoming more popular with this target market.

Dr. Martens’ social media engagement could be expanded by utilising social media influencers to promote new and old collections. While they use individuals that inspire others within fashion, music and culture, they never use obvious choices, preferring to promote the notion that Dr. Martens are a form of self-expression.

toThe threats for Dr. Martens lie with their competitors such as direct rivals Solovair. This brand in particular is a direct threat to Dr. Martens as their styles are so similar. However, rivalling brands such as Vans, Converse, Wolverine Worldwide, Crocs and Timberland have always had a foot in the market not necessarily the same style but footwear in general as trends are constantly changing and evolving.

researchmarket researchmarket

Dr. Martens main revenue comes from their original collections of the 1460 boot, the 1461 shoe and the 2976 boot. These classics have made up 51% of the revenue that Dr. Martens made in 2022. With 36% of the revenue being made up by ‘fusion’ including Jadon boots, Audrick Quad Neoteric shoes and Sinclair boots.

With this in mind, the collection between Dr. Martens x Mul will consist of Jadon platform boots, Church vintage monkey boots and the 1461 shoe. This is combining different styles that Dr. Martens don’t normally use for collaborations but would be perfectly paired with the creative designs that Mul creates.

The USA is Dr. Martens most established wholesale market globally, with strong partners and good physical real estate in wholesale customer stores. Wholesale allows them to grow brand awareness and increase their customer reach.

7 new stores in the us

29% us revenue growth

https://www.drmartensplc.com/application/files/3716/5519/3907/DMs-AR22.pdf

https://www.drmartensplc.com/application/files/3716/5519/3907/DMs-AR22.pdf

research market research

Dr. Martens has a huge global network, with a strong presence in the US market. With over 40 locations in use across the US, the company is creating a large amount of revenue from just one country. The revenue created in the United States is approximately equal to that of the EMEA region.

https://www.drmartensplc.com/application/files/3716/5519/3907/DMs-AR22.pdf

The EMEA (Europe, the Middle East, and Asia) market has double the number of outlets as the US market and makes for a significant amount of Dr. Martens sales. With twice as many stores as the United States and nine country-specific websites. The different websites enable a more continuous flow in terms of how Dr. Martens operates, as well as more specialised lines or collaborations to drop in specific regions and be tracked much more closely than if they were split across all 9 websites. There are various language choices among these 9 websites.

https://www.drmartensplc.com/application/files/3716/5519/3907/DMs-AR22.pdf

sustainability at dr. martens

Dr. Martens has outlined an 18-year plan (until 2040) of how they may contribute to their sustainability and assist the environment as part of their commitment to “Leaving things better than we found them.” They aim to focus on three main areas: the planet, the product, and the people.

Dr. Martens has provided specifics on how each aspect can improve its individual sustainability within each of these categories in order to contribute to a more sustainable world.

BEYOND THIS SEASON. AND THE NEXT

Decade after decade. Generation after generation. Thrifted, inherited and borrowed. DM’s have long been passed down — old pairs of boots finding life with new wearers. We’re proud to be offering our wearers second-hand, restored DM’s for the first time. We’ve partnered with Depop and The Boot Repair Company to trial Dr. Martens ReSouled — restoring worn footwear to its former glory — ready to hit the pavement or the pit.

https://www.drmartens.com/uk/en_gb/depop-resouled

https://www.drmartensplc.com/sustainability/our-commitments/

the resouled process

sustainability at dr. martens

planet

“We aim to tread lightly, investing in the future of our business and helping our suppliers to operate in a responsible way which supports our planet.”

-100% of our UK sites, including stores, are supplied by renewable electricity – we continue to work towards achieving this in all our owned and operated sites.

product

“We’re adopting more sustainable and traceable materials without compromising on quality, as we move towards our product lifecycle being regenerative and circular.”

PACKAGING

By 2028 100% of our packaging will be made from recycled or other sustainably sourced materials.

OUR STANDARD SHOEBOX IS FULLY RECYCLABLE, MADE FROM 95% RECYCLED PAPER AND PRINTED WITH SOY INK.

https://www.drmartensplc.com/sustainability/planet/ https://www.drmartensplc.com/sustainability/product/ https://www.drmartensplc.com/application/files/3716/5519/3907/DMs-AR22.pdf

D Direct-toconsumer first

We aim to build brand equity and drive margin expansion.

This pillar includes increasing the number of own stores and expanding our own digital platforms, developing our omnichannel capabilities and building a profitable resale, repair and end of life business model.

o organisational and operational excellence

We are investing in and improving our organisation, operations and IT to enable growth and unlock value.

This includes driving our culture with a focus on engagement and people development, building a best in class, scalable supply chain, and continuing to transform technology into a key business enabler.

Here we are focused on acquiring new consumers and driving loyalty.

We aim to inspire Rebellious Self Expression, ground product innovation in icons and year-round consumer relevance, lead in sustainability through our product durability and innovation, and harness insights to drive cut-through marketing initiatives.

We have focused this pillar on our B2B business, which is made up of wholesale and distributors, with the aim of managing these activities holistically and purposefully. We will continue to partner with fewer and better B2B partners to reach more consumers and grow the brand further. This includes improving our B2B brand presentation and increasing controlled in-store branded spaces to enhance the consumer experience. Our conversion market strategy is also included within this pillar.

https://www.drmartensplc.com/about-us/strategy/

c consumer connection

s support brand expansion with b2b

competitor analysis

Dr. Martens has a clear rival in Solovair, being Dr. Martens’ initial manufacturer for many years before Dr. Martens moved their manufacturing to Asia and severed ties with Solovair.

Compared to Solovair, Dr. Martens has a much higher market share in the US and a bigger advertising platform. Dr. Martens, engages with social media platforms much more successfully through their website, TikTok, and Instagram account. Through blog posts, the #DMSCHALLENGE, and how they present themselves across these channels, Dr. Martens interact with their audience directly, while Solovair follows a more simple and traditional approach to social media interaction.

Even though Solovair is more expensive and of better quality, they are not as well-known as Dr. Martens.

Solovair uses a very simple layout for their website and Instagram, using mainly white backgrounds and simple photoshoots for their promotion. While their Instagram looks more professional than Dr. Martens, it is less engaging and visually leading.

"For 35 years NPS produced Solovair (Sole-of-Air) boots and shoes under licence, which were sold under the name ‘Dr Martens by Solovair’."

collaborations dr. martens x keith haring

‘ART IS FOR EVERYONE’

Decades on, Keith Haring’s words still echo through his artwork and his legacy. Even those who aren’t familiar with the name are familiar with his work. His art is everywhere. From big city buildings and street murals. To art galleries and the Berlin wall. And now the 1460 boot and the 1461 shoe.

An artist who spent his life fighting for the oppressed and against convention, his work continues to make waves. In our first collaboration, we pay tribute to an individual who lived the DM’s mindset every single day.

Our Original silhouettes are printed with Haring’s instantly recognisable illustrations and detailed with two bright character lace charms. Our two 1461 shoes are made from Smooth leather and decorated with his staple designs. Finishing off the collaboration is a black kids 1460 boot, which is printed with his classic bat graphic and features a cartoon dog on the lace charm.

https://www.drmartens.com/uk/en_gb/collaborations/keith-haring

This is a collaboration inspired by the creativity and boldness of Richard Haring. The collaboration bridged the gap between street art and fashion, blending the two with this limited-edition collection.

The tagline ‘Art is for Everyone’ represents this collection in one sentence, telling the story of Dr. Martens through art.

collaborations dr. martens x basquiat

Street artist turned cultural phenomenon Jean-Michel Basquiat erupted onto the art scene in the early 80s. Commanding the walls and subways of downtown New York with racial and socio-political artwork, he soon rapidly elevated into one of the city’s most prestigious creatives. With an era-defining influence that spans art, music and more, his impact has influenced every generation that’s followed.

‘THE LEGACY LIVES ON’

Paying tribute to the late Brooklyn-born poet, musician, artist and rebel — our 1460 boot, 1461 shoe and backpack provide new canvases for his artwork. Our 1460 boot is printed with Basquiat’s ‘Untitled’ 1982, across the quarters and sock liner, while the 1461 shoe features the world-renowned, radical dinosaur painting ‘Pez Dispenser’ 1984.

The collaboration between Dr. Martens and Basquiat reflects both the expressionism and rebellion of Basquiat’s work paired perfectly with Dr. Martens in one form.

https://www.drmartens.com/uk/en_gb/collaborations/basquiat

collaborations

dr. martens x the national gallery

REFUSE TO FOLLOW WEAR THE ARTISTS WHO DEFIED CONVENTION

Inspired by artists that defied convention. Fusing iconic DM’s silhouettes with art that broke the rules — our collaboration with The National Gallery is a tribute to artists who walked their own path. Featuring Claude Monet, Vincent van Gogh and the post-Impressionist Georges Seurat, our latest collection celebrates three artists that shook the art world with their radical approaches. And who continue to inspire creators today.

Disrupter. Painter. Rule-breaker. Monet changed the face of art forever. Now in collaboration with the National Gallery his most famous piece, The Water-Lily Pond, comes to life on our iconic 1461 shoe. Built from timeless soft Backhand leather, brushed silver eyelets and black laces. Locked onto the traditional DM’s sole with our signature yellow welt stitches.

https://www.drmartens.com/uk/en_gb/collaborations/the-national-gallery

Create your own style with the founder of the pointillism movement. In collaboration with the National Gallery and Seurat’s most famous work, Bathers at Asnières, we've redefined our iconic 1461 shoe. Built with full-grain, soft Backhand leather for total comfort. Featuring white eyelets and contrasting black laces. Fixed to a classic DM's sole with our signature yellow stitches and Goodyear welt.

analysis

Dr. Martens website is bright and bold just like their brand with their advertising across collaborations, and new releases alongside their classic boots. Their website showcases the Dr. Martens blog alongside their various collections and collaborations. Their website is laid out simply while showcasing their iconic colour scheme of black, white and yellow. Dr. Martens most important store is their own .com website, with 12 country/ language-specific sites globally. Dr. Martens digital team creates the sites centrally, and our regional teams then operate them at a local level. With these varying slightly with each website, as each country offers a slightly different tone under the umbrella of Dr. Martens.

Their e-commerce revenue had a 92% increase in 2022 over the last two years, since the COVID-19 pandemic.

92% revenue growth in ecommerce compared to FY20

blogposts

On the Dr. Martens website is a blog post section where Dr. Martens writes different stories about their Dr. Martens inspirations. Using their hashtag #ToughAsYou they have created countless stories inspiring both the brand, culture, music, art and fashion.

https://www.drmartensplc.com/application/files/3716/5519/3907/DMs-AR22.pdf

social media

analysis

Dr. Martens layout and design of their website and Instagram is more fun and engaging than Solovair, by using their standout colours of black and yellow they create eye-catching visuals.

Dr. Martens use their social media in a creative way, showcasing new launches and original designs opposite the standard studio photoshoot, they effectively mix their visuals up using more street photography styles which perfectly matches the ethos of Dr. Martens.

Their Instagram platform is used primarily for promotional purposes such as new collections being dropped, and the #dmschallenge used to engage consumers into being creative with Dr. Martens. Their Instagram showcases a more professional side to Dr. Martens and what the brand represents.

social mediaanalysis

Dr. Martens regularly post on their TikTok page showcasing the process behind the making of the Dr. Marten shoe as well as fun engaging videos. Most notably the ‘Confessions by’, a series of videos of people confessing their opinions about Dr. Martens in a fun engaging way.

With Dr. Martens TikTok page only being created in April 2021, they’ve accomplished 18 million views since its launch, making it already a very successful form of social media promotion. For Dr. Martens TikTok is their way of engaging directly with consumers and showcasing the personality behind the brand, contrasting with the more polished and professional feel of their Instagram page.

https://www.drmartensplc.com/application/files/3716/5519/3907/DMsAR22.pdf

hashtags hashtags

#dmschallenge

“DM’s Challenge is our monthly competition to celebrate and reward our creative community of wearers. We’re proud of all the painters, sketchers, sculptors and the rebel artists who defy categorisation and make up our passionate and diverse community. Every month we will announce a theme and you can submit your creations that were inspired by it. The selected winner will receive a free pair of Docs of their choice.”

Dr. Martens developed a hashtag to interact with the audience directly and encourage them to express their own creativity in any way that works for them.

Join

Additionally, Dr. Martens has incorporated hashtags into an interactive ongoing campaign that celebrates Dr. Martens creativity and style.

Hashtags can help organise postings, increase engagement, attract followers to a certain niche, strengthen a brand’s reputation, and assist in reaching a specific audience. By offering a direct platform for customer feedback, Dr. Martens promotes a conversation between the brand and its audience, humanising it and highlighting its values in terms of style and target market. Customers can openly display their own styles in a fun and creative way thanks to hashtags.

https://www.drmartens.com/uk/en_gb/dms-challenge

https://www.drmartens.com/uk/en_gb/drmartensstyle

3 about

Newcastle-based street artist Alex Mulholland, also known as Mul Draws, is well-known for his disco-inspired artwork and signature heart eyepieces. In the UK’s major cities like Newcastle, Glasgow, London, and Manchester, his work has been on display. Mul has painted on the streets of these places, but is perhaps best known for his “disco style,” which is lively, colourful, and musically inspired.

Mul transformed the old bus lane on the Quayside into a piece of art in 2022 with a 90-metre mural. The vibrant artwork was commissioned by NE1, the business improvement district for Newcastle’s downtown, which is collaborating with the Newcastle City Council to expand the city’s collection of public art.

Mul first began using his iconic designs to paint storefront shutters in Heaton. Alex has now expanded his reach with pieces in cities throughout the UK and Europe, including Rome, Berlin, and Amsterdam. Painting in different locations has given him access to new demographics, the opportunity to connect with like-minded people, and the opportunity to refine his artistry. Colour has always been a key component of Mul’s art; using vivid contrasts and pop-culture references to stand out in urban settings while altering frequently uninteresting or neglected spaces.

Mul has most recently been appointed Creative Director of Electrik Sheep, a recognised company with headquarters in Newcastle, in addition to building his own brand. For those who are unfamiliar, Electrik Sheep was founded in 2005 and served as a model for design, culture, and urban art in the North East. The Electrik Sheep store on Pink Lane was one of Mul’s first introductions to the world of street art, and it was a particularly golden period in the City for the art form, along with the Spank the Monkey event at The Baltic in 2006.

You can go see Mul’s exclusive work at his latest exhibition at the Baltic Centre for Contemporary Art from the 9th-11th June 2023. This will be a pop-up shop and disco takeover, grab yourself original paintings, prints and a range of exclusive merchandise from one of Newcastle’s most prolific street artists.

Newcastlemural

The mural is “the longest pavement art installation in Newcastle and to our knowledge in the UK”, business development agency NE1 said. Mr Mulholland said it was a “bit of a pinch me moment” to have his work “in front of the best view in the world”. The graphic designer, commonly known as Mul, said it was his most demanding mural to date.

“I think the weather was definitely the biggest challenge to overcome,” he said.

The mural is the first Mr Mullholland has drawn on the ground. His previous work can be seen on the sides of buildings across Ouseburn and the city centre. “It was difficult and way more challenging than a wall but I picked it up quite quickly and just cracked on with it,” he said. The paint is designed to withstand vehicles and the constant barrage of pedestrians. Because of the scale of the project, Mr Mulholland enlisted the help of other artists, friends and family.

“I couldn’t have done this project without all of the people assisting me to help paint,” he said.

The mural was commissioned by Newcastle City Council and business improvement agency NE1, which said it wanted to “celebrate the quayside and draw attention” to what it offers. Chief executive Stephen Patterson said: “Newcastle is a vibrant and dynamic city, and the quayside is an iconic location - it’s important that the artwork reflects this and has a local connection.”

Mr Mullholland said he had decided to call the painting Nothing Serious. “That’s what we were telling all of the people walking by what it meant and what it was for,” he said.

“Just a bit of colour, a bit of fun, to brighten the place up and definitely Nothing Serious.”

previouscollaborations

“This Tynemouth Surf Co X MuL collab T shirt is a limited edition T Shirt. We have 150 pieces and once they are gone they are gone. They will be going live on Wednesday 21st at 6pm.”

https://tynemouthsurf.co.uk/surf-shop/clothing/t-shirts/ limited-edition-tynemouth-surf-co-x-mul-collab-t-shirt-in-blacksold-out/

previouscollaborations

ABOUT FOSH X MUL | VITAL 2.0 INSULATED REUSABLE BOTTLE

Our first artist collaboration alongside the very talented Mul Draws. Mul’s iconic style adorns the full 360 degrees of our insulated Vital 2.0 bottle. Famous for his ‘running heart’, Mul has drawn his very first ‘surfing heart’ in celebration of our collaboration together and in recognition of our commitment to protecting the seas. Comes in plastic-free, recyclable FOSH packaging.

https://foshbottle.com/collections/fosh-x-mul

https://www.electriksheep.com/shop

Q & A withmul

Tell me a bit about yourself

I’m Alex Mulholland I’m a Newcastle-based artist, illustrator, and graphic designer. I earned a First Class Honours degree in Graphic Design from Northumbria University, majoring in Illustration and Typography.

How did you start doing street art?

I’ve been doing this kind of work since I was twelve, from drawing tags on sketchbooks and walls and carrying this all through college and uni doing the same sort of thing regarding street art. I just went for it, with no regrets at all.

do you think your style has evolved from when your first started?

Definitely, even in the last 6 months, it’s drastically changed. Now I’m looking into more expressive pieces playing around with contrasts and more layering shapes. Obviously, some things remain the same, such as the heart that I’ve been doing for 3 years now.

How do you come up with designs in regard to collaborations with other brands/ clients?

For some, I do little character changes, like adding the surfboard for the Tynemouth surf co collab. I rarely sketch designs out even for clients, mainly because I feel It limits me and I may change things around. I also don’t really give much say to the client besides the paint colours I may use, over the years I feel like I can say no now and if it’s not my style I won’t do it. I can work with any colour so that doesn’t really matter. But for most pieces, I don’t even show the client any designs or ideas that I may have sketched.

How do you decide where you’re going to do a piece?

honestly, it’s been the case where I’ve driven past and just started painting. I normally just don’t think about the artwork and just let the creativity flow essentially. It’s easier to ask for forgiveness than permission, the Banksy quote. I just go wherever and start painting, I use spray paint now but years ago I used emulsion paint for backgrounds but carrying it around in my Mini Cooper it just got too difficult.

Did covid19 ever affect your work at all?

strangely, no. During covid is probably when I got noticed properly because people put their phones down and looked around more. At that time I was doing pieces every day, sometimes 4 or 5 a day, and it kept me going when I couldn’t do work for clients. I did work when and where I could. it was never about the money, it was about making people smile and bringing a positive vibe back. I never set out to do this for money, it was for me and for other people. Knowing I’ve made someone smile makes it worth it.

how would you describe your style?

I would say my style is constantly changing, as I said I’ve kept certain aspects of my work the same like the hearts. My work was never really linked to text or traditional graffiti it has always been more character-based, so from love hearts to the magpie, I’ve always preferred doing that. Creating a personality behind the work.

what kind of pieces are your favourite?

My favourite thing to do is paint on burnt-out cars, taking something destroyed and creating colourful art on it I just think is amazing. I’ve done some before where the cars are completely wrecked and adding little dollar bills or hearts just changes the perspective of them.

what are your inspirations?

Definitely music, I always have it blasting in here, even throughout uni, music was a big inspiration. Other artists I guess have inspired me, I’ve evolved in my own style, but that comes with time and exploring your own style.

rationale

With this new upcoming collaboration, we plan to highlight emerging artists who are inspiring Newcastle and, ultimately, the entire United Kingdom. Music serves as the source of motivation for both Dr. Martens and MUL, and because of this close connection to music, this collaboration will be original and inspiring.

Social media is the ideal venue for promoting this collaboration, along with images posted on social media platforms that showcase the new, upcoming collaboration and are displayed throughout Newcastle.

When working together in the past and present, Dr. Martens has always tried to be original and inventive and never stick to a formula. They strive to push the boundaries of fashion and combine it with culture, music, and art to be unique, bold, and eye-catching for consumers. This collaboration is the perfect step for Dr. Martens in their next collaboration, as both the brand and artist share similar inspirations and values.

Maintaining the brand’s history and legacy and ensuring that their collaborator honours and upholds the same values as themselves are crucial for Dr. Martens. Mul is an artist who has influenced numerous artists and individuals with his upbeat, colourful artwork. Mul’s bold designs go perfectly with Dr. Martens aesthetic.

collectionthe

The limited edition collections of the 1461 Quad shoe and the Jadon Platform, both of which were created using Muls artwork, perfectly combine art and attitude.

The Jadon boot features some of Mul’s most recognisable line work, which can be found around Newcastle and the rest of the UK.

The Tyne Bridge, an iconic landmark in Newcastle, is gently incorporated into the design of the 1461 quad shoe. The artwork is vivid and colourful and blurs the line between art and fashion, a goal shared by Dr Martens and the brands they collaborate with.

The collection will be released exclusively in the Dr. Martens store located on Grainger Street in Newcastle. With Mul being born in Newcastle and using the city as a main source of inspiration for his designs around the city it was the perfect fit for the collaboration to debut.

While the collection is exclusive to the Newcastle store, the full collaboration is available online across the UK on the Dr. Martens website.

153 Grainger St

4

Targetaudience

This collaboration will be targeted at people inspired by street art and Newcastle in general. The collaboration pairs culture, music, art and being expressive with your own style, which is something Dr. Martens have always strived to achieve. MUL himself is inspired by music and culture that he sees no matter where or what it is. The collaboration is showcasing that this rebellious, expressive and individual style is something to be proud of and showcase through the bold pieces created by Dr. Martens in collaboration with MUL.

Dr. Martens has no target audience, it’s aimed at those wanting to be bold and fierce. Expressing themselves through the various styles offered by Dr. Martens and this collaboration is no different. The brand prides itself on being for everyone, not styled to one demographic or subculture which is what has made Dr. Martens so collaborative for decades.

Targetaudience

Dr. Martens target demographic has shifted throughout time, but the brand’s products are still sold to people who value self-expression, originality, and a feeling of defiance. The brand is closely associated with subcultures such as punk, grunge, and alternative fashion, and its products are frequently worn as a veil of nonconformity and rebellion.

Dr. Martens offers a diverse range of items, from classic boots to sandals, shoes and accessories, allowing the brand to appeal to a diverse range of age groups and demographics. The brand’s major target demographic, however, is often younger adults between the ages of 18 and 35 who are fashion-conscious and value authenticity and quality.

The brand has also expanded its audience in recent years by collaborating with designers and artists and creating a collaboration that appeals to a wider range of consumers. This has helped to attract a more diverse customer base, including individuals who are looking for unique and durable footwear that can be worn in a variety of settings.

https://www.drmartensplc.com/application/ files/3716/5519/3907/DMs-AR22.pdf

76% of consumers agree our brand allows them to express themselves

Dr. Martens has the advantage of being a democratic brand, and a blank canvas through which free thinking individuals choose to express themselves. This is increasingly relevant against the backdrop of societal trends such as gender fluidity.

30 pagezine

A 30-page zine newspaper presenting the entire collaboration. MUL talks exclusively about his work and this new partnership. The zine will be distributed for free in the Dr. Martens store so that customers may learn more about the collaboration and find the remainder of MUL’s work that is concealed across Newcastle. A centrefold map encourages buyers to find Mul and engage with the collection directly. Each zine will be distributed with every purchase of a DMS x Mul shoe to promote the campaign, but copies are available around the store for all customers to view and be inspired.

The zine is a creative exploration into both Dr. Martens and Mul, with exclusive BTS footage and photography being displayed, alongside the first look at the new collaboration.

socialmedia

#artmeetsattitude

Several Instagram posts both before and after the collection’s initial release, along with BTS videos for marketing were uploaded to TikTok and Instagram.

BTS film and photographs from the photo shoots engage the audience by letting the consumer participate in the making of the collection.

scan me

website

“DR. MARTENS X MUL IN A NEW COLLABORATION OF ART AND ATTITUDE.

In an exclusive interview with Alex Mulholland, Dr. Martens and MUL discuss their new collaboration and what this means for the art and fashion world. ”

A short post on the Dr. Martens blog showcasing the interview with Alex Mulholland and details about the upcoming collection being released the following month.

The short Q&A allows readers and consumers to connect with Alex and feel part of not only his creative process but the decision for Dr. Martens to include him in an exclusive collaboration.

The collection can be found on the Dr. Martens website UK-wide under the collaborations page alongside countless other collaborations done by Dr. Martens.

A mockup of the page is above with a short description of the collection and an initial photo of the collection as a preview for the consumers.

“An inspiring collection combining art with attitude. Our new collaboration with Mul plays with the boundaries of music, art and culture. Screen printed with some of Mul’s most iconic pieces.”

PRESSRELEASE

DR MARTENS X MUL

Dr. Martens explores the bold streets of Newcastle discovering artist Alex Mulholland for an innovative and exciting collaboration.

In our first collaboration with Mul, were exploring both him as an artist and the bright and bold city of Newcastle. Our 1461 Quad Smooth Leather Platform shoe and Jadon Smooth Leather Platform Boots transform into street art so beautifully created by Mul.

Mul is known for his charming character pieces across the Newcastle streets, from his iconic heart eyes and his quirky magpie pieces. His own inspirations stem from the streets of Newcastle, from music, art and culture across the city.

Our 1461 Quad smooth leather platform is printed with one of Mul’s collaged pieces, with the Tyne Bridge being shown in the background, paying homage to his home town and one of his biggest inspirations. Finished with our iconic black and yellow scripted heel loop and yellow stitching.

The Jadon smooth leather platform boots are detailed with one of Mul’s background pieces of swirls and heart eyes as his statement piece of art. Finished with our iconic black and yellow scripted heel loop and yellow stitching.

The collection drops on 1st September 2023 and will be available at drmartens.com

ABOUT DR. MARTENS

The first pair of Dr. Martens boots rolled off the production line on the 1st April 1960. With its trademark yellow stitch, grooved sole and heel-loop, it was a boot for workers, initially worn by postmen and policemen; comfortable, durable and lightweight in comparison to its competitors at the time.

january 2023

Throughout Dr. Martens history, the brand has been adopted and subverted by diverse individuals, musicians, youth cultures and tribes. These are the people who stand out from the crowd and their journey of self-expression has always been accompanied by a pair of DM’s.

The simple silhouette allows people to customise each pair; whilst on a utilitarian level their famous durability and comfort make them ideal footwear for the world of gigs and street fashion. On an emotional level, they are a flag of attitude and empowerment.

The Northamptonshire factory where it all began still exists to this day, in the village of Wollaston. A specific range of ‘Made

In England’ products are manufactured here by a small, close-knit team of people schooled in traditional shoe-making and a process that hasn’t changed since our first pair six decades ago.

Dr. Martens initial research behind a new collaborator can begin with their sights set on a street artist Alex Mulholland, looking into his work and how he presents himself as an artist.

march 2023

may 2023

Between March and May, intial designs and artwork to be printed and decided on which boot it will be on and the placement of the artwork, with consistent communication between Mul and Dr. Martens to create a cohesive design for the collection.

september 2023

Release of the exclusive Dr. Martens x Mul designs in Newcastle only, with them being available via the Dr. Martens website and exclusively in the Newcastle store.

Discovery of Mul and his work based in Newcastle and make initial proposal of the collaboration and possible outcomes for Mul, alongside an initial budget plan and design plan.

july 2023

Production of the shoes to take place over 2 months, with a press release and behind the scenes footage being released on social media platforms and the Dr. Martens website.

planbudget

The budget for a Dr. Martens campaign with artist Mul for a limited edition collection would be determined by several different factors, including the size of the campaign, the channels used, and the target audience.

Production costs: This would include the costs associated with designing and producing the limited edition collection, including materials, manufacturing, and distribution.

marketing and advertising costs

Marketing and advertising costs: This would include the costs associated with promoting the campaign and the limited edition collection through marketing and advertising channels, such as social media, influencer partnerships and other traditional advertising methods. Collaborator fees: This would include the costs associated with collaborating with the artist Mul, including any fees for their design work or creative input.

*based on quote from metro repro around 5 copies and is not an exact amount

The figures above are estimations of costs and not an exact fee. The artist fee is one that is negotiable between Mul and Dr. Martens. The amount for billboards and bus stops cost can be found at https://www.marketingdonut.co.uk/ advertising/media-advertising/outdooradvertising-making-a-big-impact#:~:text=In%20 fact%2C%20it%27s%20affordable%20for

References References

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Dr. Martens. (n.d.). Dr. Martens x The National Gallery. [online] Available at: https://www.drmartens. com/uk/en_gb/collaborations/the-national-gallery [Accessed 25 Apr. 2023].

Dr. Martens. (n.d.). Tough As You | Manifesto. [online] Available at: https://www.drmartens.com/ca/ en_ca/tough-as-you/about [Accessed 22 Apr. 2023].

Electrik Sheep. (n.d.). Shop. [online] Available at: https://www.electriksheep.com/shop [Accessed 22 Apr. 2023].

FOSH. (n.d.). Artist Collaborations | Reusable Metal Water Bottles. [online] Available at: https://foshbottle.com/collections/fosh-x-mul [Accessed 22 Apr. 2023].

Newcastle artist creates huge floor mural on disused quayside bus lane. (2022). BBC News. [online] 15 Oct. Available at: https://www.bbc.co.uk/news/uk-england-tyne-63257031.

NPS Solovair UK. (n.d.). History | NPS Solovair. [online] Available at: https://uk.nps-solovair.com/ pages/history [Accessed 22 Apr. 2023].

Tynemouth Surf Co. (n.d.). Limited Edition Tynemouth Surf Co X MuL Collab T-Shirt In Black - SOLD OUT. [online] Available at: https://tynemouthsurf.co.uk/surf-shop/clothing/t-shirts/limited-editiontynemouth-surf-co-x-mul-collab-t-shirt-in-black-sold-out/ [Accessed 22 Apr. 2023].

www.drmartens.com. (n.d.). #drmartensstyle -Style Feed Gallery - Dr Martens | Dr. Martens. [online] Available at: https://www.drmartens.com/uk/en_gb/drmartensstyle.

www.drmartens.com. (n.d.). Dr. Martens x Jean-Michel Basquiat | Dr. Martens UK. [online] Available at: https://www.drmartens.com/uk/en_gb/collaborations/basquiat.

www.drmartens.com. (n.d.). ReSouled x Depop | Dr. Martens. [online] Available at: https://www. drmartens.com/uk/en_gb/depop-resouled.

www.marketingdonut.co.uk. (n.d.). Outdoor advertising - making a big impact. [online] Available at: https://www.marketingdonut.co.uk/advertising/media-advertising/outdoor-advertising-making-a-big-impact#:~:text=In%20fact%2C%20it%27s%20affordable%20for.