If Doc Martens Sells Out, Will They Sell Out of Shoes?

There's a phrase in today's Times that we love. It's about the half-true resurrection of Doc Martens in fashion, and it goes like this: "[Doc Martens]
Avatar:
Author:
Publish date:
Social count:
55
There's a phrase in today's Times that we love. It's about the half-true resurrection of Doc Martens in fashion, and it goes like this: "[Doc Martens]
Image Title1

There's a phrase in today's Times that we love. It's about the half-true resurrection of Doc Martens in fashion, and it goes like this:

"[Doc Martens] is trying to replicate deliberately what first happened serendipitously."

It's a gorgeous and air-tight sentence, but oddly The Times passes no judgments on its idea. It lets the forceful resurrection of Docs slide through as a business strategy, then wonders if seeding shoes to Avril Levigne and the MisShapes is enough to rouse a hibernating symbol of youth. According to the Timesarticle, the author of the Doc Marten's book (yes, there's a book) thinks it's a great idea to bring back Docs, which isn't much of a surprise, considering he's also a company consultant. Leslie from Racked thinks current Docs are silly, saying they're too aggressive for a young, modern woman - and that she hasn't seen anyone actually wearing them, something we've found as well (except this one time, in a phone booth in London...). But no retailers or fashion editors are asked about the potential for Docs to sell, and nobody's marked the most obvious thing: If Doc Martens actively markets their "Outsider" status, with funding, famous models (hello, Daisy Lowe!), and product placement to famous, cute, and/ or cool kids, they've essentially become the Insiders, a walking contradiction that threatens to cancel any Chloe runway flashback. Also: Youth culture exists because it can smell authenticity faster than Pete Doherty can sniff cocaine. If Docs announces their viral marketing campaign to the New York Times... perhaps that's not such a good way to court fashion-conscious kids who Google the word "fashion" every ten minutes on their Sidekicks. But perhaps we're just being sour with Doc Martens for more practical reasons: We really don't have the height to pull them off.