In the back of every concertgoer's closet is likely a well-worn, well-loved pair of Doc Martens. For this group, few other clothing items will ever be ever charged with the same level of sentimental value as one worn as a proud badge of cultural identity, and Doc Martens have effectively utilized those feelings of attachment in their recent marketing campaigns.
Fall 2011's ads, unveiled Friday at Manhattan's Morrison Hotel Gallery, explore the idea of "firsts": your first crush, first heartbreak, first concert, and, of course, the thing you wore through those milestones: your first pair of Docs. It wouldn't be a proper Docs endeavor without an icon to salute: last year, their 50th Anniversary cover series toasted everyone from The Human League to The Stone Roses; this season it's all about Neil Young. The Fall 2011 campaign, shot by famed "skins and punks" photographer Gavin Watson, was shown alongside The Morrison's impressive collection of iconic portraits capturing Young's own early 70s folk guru aesthetic, imagery that complements Doc Martens' newest season of men's and women's looks. (For the uninitiated: Doc Martens does clothing now, too — the styles run the necessary gamut between mod, rockabilly, and prepster grunge.)
Introduced at a secretive "blogger brunch" helmed by The Sartorialist's Scott Schuman and French style fixture Garance Doré, the campaign launch also featured a short film starring Ash Stymest and perennial British model punk-maven Agyness Deyn. The "firsts" theme is duly explored through some one-one-one vignettes, while a haunting piano piece by Tom Hickox music plays throughout.
Watch the "First Heartbreak" Ad:
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