Dr Martens team up with Northumbria University for Tyneside design brief

British fashion brand Dr. Martens has spotted the talent at Northumbria University’s School of Design and set them a project brief to design an outfit that sums up the rebellious nature of Tyneside’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.

This October, Dr. Martens has set the Tyneside students a brief to reflect its A/W13 campaign that celebrates these free-thinking individuals; from the first time wearers to those who have been with the brand forever.

Dr. Martens UK retail marketing manager Amy Nelson said: “Our new #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 asking the Fashion Design students at Northumbria to interpret that on a local level and design an outfit for the North East DMs fan.”

Northumbria University second year BA (Hons) Fashion Design students will create an outfit that sums up Dr. Martens and the #STANDFORSOMETHING campaign but with a clear emphasis on Tyne and Wear, to celebrate the new store opening on Grainger Street.

Drawing on local music and sub-culture, political references and the brand ethos, the outfit can be for a male or female and the winning student prize will be an outfit from Dr. Martens and their own design on display in Dr. Martens Newcastle store. Students will present their collections to Dr. Martens in December.

Northumbria University BA (Hons) Fashion Design senior lecturer, Gael Henry, said: “It’s fantastic to offer the students a brief with such a strong message and the opportunity to design something they stand for. Dr. Martens is a vivid and known brand so the students can really identify with it.

“They have been quick to respond to the brief, researching the region’s subculture and the brand’s heritage, and already forming trend groups to develop their ideas. It’s important for the students to think about designing with a real market in mind and Dr. Martens has certainly set them an inspirational and creative task to challenge them.”

Dr. Martens has already given stylish people on Tyneside the opportunity to enter a competition last month to star in the S/S15 ad campaign by tweeting what they stand for with #STANDFORSOMETHINGNCL or by being scouted by NE1’s Newcastle Fashion Week street team. Entry is now closed and the winner will be announced before Christmas.

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