In the vast landscape of fashion and footwear, few brands have left as indelible a mark as Dr. Martens (or Doc Martens). Renowned for its iconic boots and rebellious spirit, the brand has not only shaped the fashion industry but has also demonstrated a commitment to inclusivity and representation. In this blog post, we take a closer look at Dr. Martens’ marketing strategy, specifically focusing on their efforts to engage with the LGBTQ+ community and the broader history of the company’s commitment to inclusivity.
The Roots of Rebellion: Dr. Martens’ Beginnings
Before delving into the specifics of Dr. Martens’ marketing to marginalized groups, it’s essential to understand the brand’s roots. Dr. Martens, colloquially known as Docs, originated in the aftermath of World War II when Dr. Klaus Maertens, a German army doctor, created the first air-cushioned sole to aid his injured foot. The design evolved into the iconic boot we know today, with its distinctive yellow stitching and durable construction.
From the outset, Docs embodied a rebellious spirit. Adopted by subcultures like punks, skinheads, and grunge enthusiasts, the brand became synonymous with counterculture movements. This foundation of rebellion laid the groundwork for a marketing approach that celebrated individuality and inclusivity.
Expanding the Spectrum: LGBTQ+ Inclusive Marketing
The first recorded time that Docs started aligning with the LGBTQ+ community was in the 1980s when queer folks (mostly in Europe) wore Docs during pride marches. According to the brand, “Later that decade, members of AIDS activist group ACT UP [were] seen holding protests in their DM’s boots on both sides of the Atlantic.”
As the AIDS crisis began and continued through the 1990’s, lesbian and gay men alike wore Docs to marches across the country, further cementing the brand’s importance.
According to the brand, “Later on in the 00s, queer bands like Tegan and Sara and Limp Wrist championed DM’s footwear in pop culture, while Docs boots and shoes could be found among queer communities like dykes on bikes, leather gays, and the Sisters of Perpetual Indulgence (an order of queer and trans people and drag queens).”
The brand never shied from this attention or alignment. Instead, they leaned into it fully.
Pushing Queer Rights Forward
In recent years, Dr. Martens has made more of a deliberate effort to extend its inclusive ethos to the LGBTQ+ community. The brand recognized the importance of authentically engaging with diverse identities and experiences, weaving inclusivity into the fabric of its marketing campaigns.
One notable example is Dr. Martens’ 2023 collaboration with LGBTQ+ artists, influencers, and activists. Working with artists like Loveis Wise, Fuyuki Kanai, and Wednesday Holmes, the brand donated partial proceeds of all pride collection boots to LGBTQ+ rights organizations globally.
By featuring individuals from the community in their advertising, the brand not only showcases diverse perspectives but also aligns itself with a socially conscious audience. These collaborations go beyond mere representation; they serve as a platform for LGBTQ+ voices to be heard, appreciated, and celebrated.
Dr. Martens at Pride: These Boots Were Made for Walking the Walk and Talking the Talk
A survey of their employees found that 30% of Dr. Martens staff globally identify as LGBTQ+. This only helps reaffirm the brand’s dedication to the community. But, having such a diverse staff also helps create authentic campaigns for the community.
If you don’t have as diverse of a staff, finding an agency who specializes in the needs of the LGBTQ+ community and other diverse communities is essential. That’s why we created Chipper–it’s an opportunity to help you reach marginalized people in authentic, creative ways with your products!
Dr. Martens commitment to the LGBTQ+ community extends beyond marketing campaigns. Dr. Martens consistently participates in Pride events globally, sponsoring parades, hosting activations, and collaborating with LGBTQ+ organizations. This tangible support underscores the sincerity of the brand’s commitment to fostering inclusivity.
By aligning itself with Pride celebrations, Dr. Martens not only celebrates diversity but actively engages with the community in meaningful ways. Whether it’s releasing limited-edition Pride-themed collections or donating proceeds to LGBTQ+ charities, the brand has demonstrated a holistic approach to allyship that goes beyond mere symbolism.
Big Shoes to Fill: How Your Brand Can Become Inclusive Like Dr. Marten’s
How can your brand learn from this?
As consumers increasingly seek brands that align with their values, Docs stands out as a trailblazer, walking the talk of inclusivity. From its rebellious origins to its present-day commitment to diversity, the brand’s journey reflects the evolving landscape of both fashion and societal norms. In a world where authenticity reigns supreme, Dr. Martens continues to stride boldly, leaving an imprint not just on the fashion industry but on the hearts of those who find empowerment and expression in their iconic boots.
More than anything, though, the Dr. Marten strategy is replicable and achievable for other brands–it just takes commitment and consistency. Book a free consultation with Chipper representatives today to learn more about the power of LGBTQ+ inclusive marketing.
