Dr. Martens introduced its revolutionary vision, named “Made Strong,” in October, signaling the 14XX initiative. The brand’s latest venture, 14XX, aims to push boundaries by blending workwear and streetwear, redefining classic products like the 1460, 1461, and 2976 boots in a forward-thinking manner.
Described as the brand’s “most progressive channel,” 14XX fuses innovation with inspirations from its heritage, targeting a future-focused reinvention. The Beta Pack, part of the initiative, recently debuted via selected retailers online in a highly limited quantity, swiftly selling out worldwide within hours of its release.
Dr. Martens carefully curated a roster of 14 influential style icons from various fields for an exclusive seeding drop, showcasing their commitment to innovation and progressive fashion. Notable faces include Spanish artist Rosalia, known for her genre-defying musical approach, as well as polymathic talent Edison Chen, a Canadian-born Hong Kong-based actor, singer, and entrepreneur. Additionally, A$AP Ferg, a founding member of the hip-hop collective A$AP Mob, also joins the lineup.
The creative agency Syn, based in Leeds, spearheaded the concept and wider campaign, leveraging insights gleaned from Dr. Martens’ product development team, archivists, and Creative Director Darren McKoy. Paul Birkhead, Creative Partner at Syn, emphasized their deep dive into Dr. Martens’ DNA to craft a truly unparalleled narrative for 14XX.
McKoy highlighted the brand’s commitment to defiance and innovation, stating that 14XX embodies a new design era focused on forward-thinking workwear. He emphasized the collection’s essence, which revolves around reimagining durable and iconic elements from the brand’s past to shape the future, ensuring that each 14XX product represents an adaptation of a classic Dr. Martens silhouette.
