The jadon boot has amplified and emboldened our bravest and most subversive wearers for a decade. It’s developed a voice —and an attitude —of its own.
In its 10th year, we’re reflecting on the boot’s journey from a subcultural statement to an anti-mainstream cult icon.
Dr. Martens is launching a short film celebrating the seismic first decade of the Jadon boot —and its place in culture. Featuring insights and anecdotes from Dr. Martensex-and-current Creative Directors Damien Wilson and Darren McKoy, photographer Tommy Ton, fashion blogger Bryanboy, and DM’s collectors and collaborators from over the years. When Dr. Martens design team created the Jadon boot, they had a clear objective: a boot that stood apart from our 1460 boot but retained its DNA.
A positive mutation. A natural progression. A boot that would capture the Docsheritage —and inspire another 50 years of rebellious attitude. The Jadon boot tapped into a growing subculture of alternative wearers whose style was becoming louder and bolder. The boot is instantly recognisable by its formidable Quad sole —a literal and metaphorical platform for a new generation of vibrant, fluid, fearless self-expression.
“People were starting to dress a little bit more extreme, and that’s Dr. Martens stomping ground, so that’s where we started.”—Damien Wilson, Former Creative Director In the years after its birth, the Jadon boot left its sole print on blogs and mood boards worldwide.
But in true Docs style, nowhere was it more ardently adopted than in the music world. An unmissable, stomping go-to for bold non-conformists, the Jadon boot has music stitched in. An antidote to the mainstream.
A canvas for Docsmost alternative collaborations. And a springboard for innovation and progressive design “The Jadon boot plays an important role in music. Pop, grunge, progressive alternative. The boot empowers the artists that truly adopt the brand.”—Darren McKoy, Creative Director
The Jadon boot has ten years under its belt —and a solid foundation of timeless Dr. Martens DNA. In 2023, we’re celebrating its journey, what it represents for the Dr. Martens brand and our wearers —and where it’s going next.
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 bypostmen and policemen; comfortable, durable and lightweight in comparison to its competitors at the time.
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 themideal 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.
The Dr. Martens Jadon Boot is available in any Dr. Martens retail stores in New Zealand or online www.drmartens.co.nz
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