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Doc Martens

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Doc Martens

For the ITV Comedy/Drama series, see Doc Martin. For the historic Taos, New Mexico physician, see Thomas "Doc" Martin.

Dr. Martens is a British footwear brand, which also makes a range of accessories – shoe care products, clothing, luggage, etc. In addition to Dr. Martens, they are known as Doctor Martens, Doc Martens, Docs or DMs. The footwear is distinguished by its air-cushioned sole (dubbed Bouncing Soles), upper shape, welted construction and yellow stitching.

History

Klaus Märtens was a doctor in the German army during World War II. While on leave in 1945, he injured his ankle while skiing in the Bavarian Alps. He found that his standard-issue army boots were too uncomfortable on his injured foot. While recuperating, he designed improvements to the boots, with soft leather and air-padded soles made of tyres.[1] When the war ended and some Germans looted valuables from their own cities, Märtens took leather from a cobbler's shop. With that leather he made himself a pair of boots with air-cushioned soles.[2]


Märtens did not have much success selling his shoes until he met up with an old university friend, Dr. Herbert Funck, a Luxembourger, in Munich in 1947. Funck was intrigued by the new shoe design, and the two went into business that year in Seeshaupt, Germany, using discarded rubber from Luftwaffe airfields. The comfortable soles were a big hit with housewives, with 80% of sales in the first decade going to women over the age of 40.[3]

Sales had grown so much by 1952 that they opened a factory in Munich. In 1959, the company had grown large enough that Märtens and Funck looked at marketing the footwear internationally. Almost immediately, British shoe manufacturer R. Griggs Group Ltd. bought patent rights to manufacture the shoes in the United Kingdom.[4] Griggs anglicised the name, slightly re-shaped the heel to make them fit better, added the trademark yellow stitching, and trademarked the soles as AirWair.

The first Dr. Martens boots in the United Kingdom came out on 1 April 1960 (known as style 1460 and still in production today), with an eight-eyelet Ox Blood Smooth leather design. Originally Dr. Martens were made in their Cobbs Lane factory (which is still working today).[3] In addition, a number of shoe manufacturers in the Northamptonshire area also produced DM's under license, as long as they passed quality standards. They were popular among workers such as postmen, police officers and factory workers. By the early 1970s, skinheads started wearing them, and by the late 1980s, they were popular among scooter riders, punks, some New Wave musicians, and members of other youth subcultures.[5] They also became very popular in the 1990s as grunge fashion made its rise to fame. The shoes' popularity among skinheads led to the brand gaining an association with violence.[5] In late November 1994, a six-storey Dr. Martens department store was opened in Covent Garden in London which sold food, belts, and watches, as well as shoes. At this time the R. Griggs company employed 2,700 people, expected to earn annual revenue of £170 million, and could produce up to 10 million pairs of shoes per year.[6][7]

Dr. Martens sponsored Rushden & Diamonds F.C. from 1998 to 2003, and when a new main stand was built at Nene Park in 2001, it was named the Airwair Stand. In the 2000s (decade), Dr. Martens were sold exclusively under the AirWair name, and came in dozens of different styles, including conventional black shoes, sandals and steel-toed boots.


Sales of Dr. Martens shoes declined during this period; AirWair International's revenue fell from US $412 million in 1999 to $127 million in 2006.[8] In 2003 the Dr. Martens company came close to bankruptcy.[9] On 1 April that year, under pressure from declining sales, the company ceased making shoes in the United Kingdom,[10] and moved all production to China and Thailand. Five factories and two shops were closed in the UK as a result of this decision, and more than 1000 of the firm's employees lost their jobs.[11] Following the closures, the R. Griggs company employed only 20 people in the UK, all of whom were located in the firm's head office.[12]

In 2004, Dr. Martens began producing footwear again at the Cobbs Lane Factory in Wollaston, England. These products are part of the "Vintage" line, which the company advertises as being made to the original specifications.[13] Sales of these shoes are low in comparison to those made in Asia, however; in 2010, the factory was producing about 50 pairs per day.[3] In 2005, the R. Griggs company was given an award by the "Institute for Turnaround" for implementing a successful restructure.[9]

Worldwide sales of Dr. Martens shoes grew strongly in the early 2010s, and in 2012 it was assessed as being the eighth fastest-growing British company.[14] Over 100 million pairs of Dr. Martens shoes have been sold from 1960 to 2010, and in 2010, the company offered 250 different models of footwear.[3] The R. Griggs company opened 14 new Dr. Martens retail stores in the United Kingdom, United States and Hong Kong between 2009 and 2011,[15] and also launched a line of clothing during 2011.[16]

Dr. Martens remains in the ownership of the Griggs family, headed by Max Griggs.[17] During this year the family attempted to sell the company for up to £200 million, but dropped plans to do so on the grounds that the offers which were received did not meet its valuation. In the year to 31 March 2012, the firm recorded a pre-tax profit of £17.9 million, which was 17 percent higher than the level achieved in the previous year.[18]

Gallery

References

External links

  • Official Dr. Martens website
  • Dr. Martens fan website (unofficial)

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