Pages Navigation Menu


Spirit of ’69’ campaign by Gavin Watson for DOC Martens

A Modern cool nod to the Spirit of ’69’, a modern interpretation of the attitude of the first generation of skinheads. The campaign shot by by Gavin Watson for DOC Martens celebrates the British subculture of the late 60’s.  The Spirit of ’69’ collection celebrates this hugely important tribe  and its impact on youth culture in terms of music, style and attitude today.

doc martins campaign by Gavin Watson FashionDailyMag sel 1

All about style and detail, specific materials and practical durability. The spirit of 69 collection includes Dr. Martens footwear, shirts from Brutus, Edwin Jeans and MA-1 flight jackets from Alpha Industries. A collaborative record box from Dr. Martens and Trojan Records completes the range, as an ode to the important relationship early skinheads had with music.

doc martins campaign by Gavin Watson FashionDailyMag sel 4

Starring in the campaign, two modern day skinheads, Michael and Anita, were shot by renowned subcultural observer and fashion photographer Gavin Watson. In addition to the photography, Mike Skinner has created a campaign film. The parallels with Skinner and skinhead subculture are manifold: his musical education was an eclectic mix of cultural genres; garage, hip-hop, grime and rap (including his own work with The Streets). With his own unique approach and ability to view subjects from a different angle – the film is an energetic, pulsing journey through the characters, music, style and sentiment of this influential multi-racial moment, inspired by the authentic individuals who lived it.

Launching in September 2014, the footwear collection will be available in global independent and Dr. Martens own retail stores. The clothing and accessories elements of the collection are exclusively available from Dr. Martens own online and retail stores around the World. Spirit of ’69’ campaign by Gavin Watson for DOC Martens commentary + selects by Brigitte Segura.

follow us: @fashiondailymag+ tumblr + Facebook + Twitter