Why Dr Martens and MM6 works so well

The two brands have focused on upholding design principles and construction, striking a truly unique balance

Dr Martens are undergoing what we'd describe as a measured rebrand. Earlier this year they removed all of their Instagram posts and started again, asking followers to forego preexisting notions of the brand. Since then they have released a number of fashion forward models whilst still carefully maintaining preexisting design principles, so as to not alienate their loyal and longstanding base. It remains to be seen exactly what this latest era will mean for the brand but it is clear there is a deliberate onus on shaking things up. Ironically one of their USPs (their shoes lasting so long) can also serve as a kryptonite. Businesses need consistent sales to sustain themselves. If one classic style is all you need for a lifetime, there's no incentive to keep buying. On the one hand, customers not needing to buy more is evidence of quality shoemaking. On the other hand; would be buyers being content with what they already have is the direct opposite of what capitalism demands. Thus, all brands no matter how established need to break new ground and one of the best ways to do that is to expand your audience. What better way to do that than to combine yours with someone else's? In the same way a music artist will feature someone for crossover appeal, brands in search of a fresh spark have their own version: the collab.

Brand collaborations are hit and miss. The excitement of seeing two houses come together to blend their design language can bring groundbreaking results. At the same time, expectant fans are often treated to nothing more than one brand's logo on another brand's pre-existent staple silhouette. Thankfully Dr Martens recent collaboration with MM6 certainly falls into the former camp. For us, the reason it works so well, is the considered utilisation of both brand's pre-existent signature touches. Ask a Margiela fan what defines the brand and they'll likely tell you deconstruction. The intentional exposure of stitching and panelling has defined mainline collections and collabs alike. Similarly, those in the know will instantly recognise docs by the yellow stitching on the edge of their sole and their robust durable uppers. DM's x MM6 features 3 offerings: a  1461/penny loafer, 1460/1461 steel toe boot and an all black lace up boot. The Frankenstein-esque juxtaposition which characterises a lot of Margiela footwear collabs, paired with of the instantly recognisable oxblood and black colourways that define Dr Martens make this collab feel like a pure 50/50 split between both brands. The yellow stitching being extended beyond the sole throughout the upper make the steel toe boot perhaps the most successful example of this cohesion, but we firmly co-sign all the pairs. Get a load of them below.

Shop the collaboration here