Subcultures and countercultures have existed for decades, with people uniting with creative means of expression to show their dissatisfaction with the system. While otherness, the feeling of alienation within the large group of society may be at their heart, one thing that unites them is their individuality and their visual style. One item that has been coherent throughout many subcultures is the iconic Dr. Martens on their feet. From the punks to the teddy boys via a pit stop in Seattle to the local Grunge scene- throughout history the brand has proved that they are not just for anyone, they are for everyone. Now, since subcultures are emerging in the most creative places, the brand has teamed up with TRASHYMUSE, a Gen-Z online clothing brand, for the launch of the Audrick and Tarik boot.
The new Audrick is built for the courageous, the ones that aren’t frightened, the ones that make change happen. Stacked on a two-part platform sole, the Audrick carves an exaggerated, unmissable side profile with a tonne of attitude for everyday wear. The other boot, the Tarik, expresses the utilitarian heritage of the brand, reworked for the modern generation.
“Change is the basis of all history”, is a quote by the poet Jenny Holzer, which couldn’t be any more fitting to Dr. Martens. Subcultures change, the boot stays. What sets TRASHYMUSE apart is that they focus on the digital garment rather than the physical one that touches human skin. At both brands’ hearts’ is the vision of change- and how it leads us into better times.
TRASHYMUSE is not only the pioneer of digital garments, they have also created the world’s first AR and avatar fashion show at Paris fashion week in 2020. For this project, TRASHYMUSE tapped into the digital know-how of their community to recreate the vision behind the new Audrick boot, which is a reinvention of their classic quad sole platforms. It is a boot that’s wearable, not a collectable. In order to get the message across, TRASHYMUSE takes Audrick and the Tarik boot on a journey of the digital sphere, with specific Avatars, specially designed for this occasion. To express the utilitarian function of this collection, they created visuals to highlight the boots’ bold, re-engineered silhouettes.
Expressing modernity, while keeping the brand’s sacred heritage was the mission of this project. Gen Z is on the rise, and Dr. Martens are here to accompany them on their movements, just like they did for many of their seniors. Dr. Martens is elevating their brand into new worlds, from their classic street subculture heritage into the future of the online subculture.
Shop the Audrick and the Tarik boot exclusively here.