#STANDFORSOMETHING - PR

PRESS RELEASE 

DR. MARTENS TEAMS UP WITH TALENTED YOUNG DESIGNERS IN EDINBURGH

EDINBURGH College of Art students have been given the chance to have their work seen and judged by an international footwear and clothing brand, in a live design brief.

Dr. Martens has tasked second year Fashion students to design an outfit that reflects the brand’s current #STANDFORSOMETHING campaign, and Edinburgh’s musical and cultural history.

Throughout Dr. Martens legacy, the brand has been adopted and subverted by countless rebellious characters, subcultures and tribes. These are the people who stand out from the crowd in their own unique way and for many, their journey of self-expression has always been accompanied by a pair of Docs.

Dr. Martens celebrates these free-thinking individuals; from first-time wearers to those who have been with the brand forever.

Dr. Martens UK retail marketing manager Amy Nelson said: “Our #STANDFORSOMETHING campaign features authentic characters of different ages, backgrounds, occupations and personalities. They all have one thing in common – they wear Dr. Martens boots and shoes with pride and passion, an empowering mark of something worth standing for.

“We are looking for the Edinburgh College of Art students to interpret this on a local level, taking inspiration from the historic city around them – Scotland's festival capital. We’re really looking forward to seeing the results.”

Drawing on local music, sub-culture and the brand ethos, the design can be for a male or female. Students will present their work to Dr. Martensin February and the winning student prize will be an outfit from Dr. Martens and their own design on display in its popular Princes Street store.

Edinburgh College of Art’s Coline Henault said: “It’s been fantastic to offer this opportunity to our students as Dr. Martens is a brand they can really connect with, accessible on the high street but a global choice of footwear.

“At Edinburgh College of Art we created the 'Diversity Network', which underpins a teaching structure where students are asked to consider who they are designing for – not to solely focus on the industry standard of a catwalk model, but to look at a broader range of age, shape, race and character.

“This project will require them to source their own 'muses' to design for and Dr. Martens is the perfect fit to do this. It’s giving them license to experiment with a brand that is rich in history, yet remains at the forefront of style.”

MEDIA CONTACT:

Lauren Hedley at OPR – lauren@opr.co.uk / 0191 232 5690.