Dr Martens launches new, "more comfortable" collection

By

Sandra Halliday

Published
Aug 13, 2024

Dr Martens has unveiled its latest Ambassador Leather collection, reinterpreting classic silhouettes with a premium tumbled leather. 

It’s said to be “the same Docs attitude but now in a supple textured leather for a more comfortable fit, straight out of the box”. It also “marks a bold new direction in retail, with a focus on engagement and creating impact in key cities”. 

That’s a strategy driven by the brand’s global team and developed in collaboration with Leeds-based creative agency Syn. The agency has also designed and recently installed the first iteration of this new approach at the Oxford Circus store, London. 

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It has a sculptural installation in an eye-catching window display made from the Ambassador leather, highlighting the comfort of the boots whilst also demonstrating the suppleness of the material.