Dr. Martens launches campaign for "boundary-pushing" workwear label 14XX

Dr. Martens has launched a multi-channel campaign for its latest and "most progressive channel", 14XX, which blends workwear insights with a streetwear perspective to evolve the brand.

The new label interweaves heritage with a futuristic vision to create workwear that is synonymous with the current culture. It allows for endless creative expression, putting classic Dr Martens silhouettes on steroids through workwear-inspired interpretations. It reinvents classics such as the 1460, 1461 and 2976 boots.

Dr. Martens’ Creative Director, Darren McKoy, said: "Dr. Martens has always gone against the grain and 14XX marks a new design chapter of boundary-pushing, forward-thinking workwear for the brand. It’s all about taking the most durable, versatile, and iconic parts of our past and reimagining them for the future.

"Every 14XX product is an adaptation of a classic Dr. Martens silhouette."

Following the launch party in Brooklyn, the first launch dubbed ‘Beta Pack’ was dropped in October via selected statement retailers online with a limited run, selling out globally within a matter of hours.

The company has selected 14 of the world’s most forward-thinking style icons for an uber-exclusive seeding drop. Spanish pop star, Rosalia, was among the star-studded list of names.

The seeding release marks the next phase in the 14XX launch narrative crafted and brought to life by the Leeds-based creative agency Syn. Syn has created and delivered the commercial campaign across all channels, priding itself on "turning captivating ideas into irresistible brand moments with serious commercial impact".

Paul Birkhead, Creative Partner at Syn, commented: "We’ve been given privileged access behind the scenes at Docs, which has helped us to understand how to tell the 14XX story. Gleaning information from the product development team, archivists and the brand's Creative Director Darren McKoy allowed us to delve into the Docs DNA to create something unprecedented, something truly unique.

"14XX is a category for innovation, pushing boundaries, looking back to allow them to leap forward."