The AW16 season sees Dr. Martens introduce its most evolutionary concept since the 1960s, when the original ‘AirWair with bouncing Soles’ technology was engineered as a performance shoe for the working man: DM’s Lite.
DM’s Lite takes all of the iconic DNA and associated comfort and durability that the brand is famous for, but in a new ultra-lightweight Phylon midsole, to offer styles that transcend from work wear to fashion and take classic shoe making skills into street up lifestyle products.
DM’s Lite has been designed to appeal to a broader consumer: free-thinking individuals who may have never worn a pair of DMs before, or those who have been with the brand forever.
Available in three styles, the Newton 8-Eye Boot, Cavendish 3-Eye Shoe and Edison Tassel Loafer have been combined with original DMs silhouettes, resulting in contemporary design that remains true to the brand. The styles are available in Black or Cherry Red Temperley leather. Each comes with a SoftWair memory foam insole, with moisture wicking technology. The lightweight but tough and flexible rubber outsole maximises durability and comfort for the wearer. The famous yellow stitching and grooved sidewall on the sole are familiar brand markers.
DM’s Lite: A new icon of rebellious self-expression is born. #DMsLite
To know more about Dr Martens visit www.drmartens.com andwww.facebook.com/drmartensph. Or check out the following social media handle and hashtags: @drmartensph , #standforsomething.
Visit the all-new Dr. Martens stores at: Dr Martens Glorietta, G/F Glorietta , Makati City; Dr Martens SM Mall of Asia, 2/F SM Mall of Asia, Pasay City; Dr Martens SM The Block, 3/F SM City North Edsa – The Block, North Ave. cor EDSA, Quezon City; Dr Martens SM Megamall, 3/F SM City Megamall – Bldg. D EDSA cor J. Vargas Ave. Mandaluyong City. Dr. Martens is also available at the following outlets: Dr. Martens Two Parkade BGC, Dr. Martens Trinoma, Res|Toe|Run Glorietta, Res|Toe|Run Nuvali, Res|Toe|Run Cebu, Res|Toe|Run Centrio, Res|Toe|Run Abreeza, Res|Toe|Run Ermita, Res|Toe|Run Robinsons Magnolia, Res|Toe|Run Alabang Town Center, Res|Toe|Run Shangri-la, Res|Toe|Run Marquee, Res|Toe|Run Festival Mall, Res|Toe|Run Eastwood, Bratpack Greenbelt 5, General Ayala Cebu, TRAFFIC Footwear Rockwell, TRAFFIC Footwear Trinoma, TRAFFIC Footwear SM Aura, TRAFFIC Footwear Greenhills, TRAFFIC Footwear U.P. Town Katipunan, and TRAFFIC Footwear Ayala Center Cebu.
The brand is exclusively distributed in the Philippines by the Primer Group of Companies – Asia’s next retail giant.
ABOUT DR MARTENS
The Dr. Martens air-cushioned sole, designed by German inventor, Dr. Klaus Maertens, was engineered to provide support and comfort to an old injury. The first pair of Dr. Martens boot, which was then manufactured by R Griggs and Co, British boot makers, featuring its trademark yellow stitch, grooved sole and heel-loop. Originally created for workers, worn by postmen and policemen; comfortable, durable and lighter in weight than its competitors of the time.
Cobbs Lane Factory, Wollaston, England established in 1901 is where it all began. When the first pair of Dr. Martens boots rolled off the production line on the 1st of April, 1960, giving it its name, the 1460 boot. The manufacturing process has been fine tuned and perfected ever since. To date a select range of “Made In England” products are still manufactured in the original Cobbs Lane factory.
Throughout its history Dr. Martens has been adopted by characters of a rebellious nature, subcultures, musicians and Artists. All standing out from the crowd in a unique way, their journey of self-expression accompanied by a pair of Dr. Martens. Celebrating these free-thinking individuals – from first time wearers to those who have always been with the brand. These are the authentic characters that stand for something.
Their simple silhouette allows people to customise each pair: whilst on a utilitarian level make them ideal footwear for the world of gigs and street fashion; and then on an emotional level they are a flag of attitude and empowerment.
ABOUT PRIMER GROUP OF COMPANIES
Established in 1985, the Primer Group of Companies is engaged in the retail and distribution of the world’s top and premium consumer brands in outdoor, travel, footwear, fashion, wellness and urban lifestyle. We have also established a solid ground in the industrial products and services landscape, with companies in digital and silkscreen printing, air-conditioning and creative graphic design and services.
The company is aggressively expanding to become the leader in the global distribution and innovation of premium goods and services. Its’ retail authority alone has grown to over 150 premium brands, with over 300 stores worldwide Headquartered in Manila, Philippines, The Primer Group employs 3,000; and has presence in Hong Kong, Indonesia, Japan, Malaysia, Singapore, Taiwan, Thailand, Vietnam, Australia and United Kingdom.
For more details, please contact:
KAYT PERET
Brand Associate
T: (02) 303 1234 loc. 426
E: kaytrian.peret@primergrp.com
YNA OCENAR
Public Relations Associate
T: (02) 303 1234 loc. 223
M: 0917 822 6477
E: louise.ocenar@primergrp.com