Agyness Deyn is a fan of Dr. Martens
We've become a bit of a fan of the new generation of Dr. Martens, and it seems we're not the only ones, as sales are now up during the recession.
It's all down to the mass amount of celebrity endorsements they've been getting, and the changing fashion trends this summer have also helped their sales increase.
Agyness Deyn, Alice Dellal, Fearne Cotton and Pixie Geldof are apparently all fans of the grungy fashion boot, and have reportedly helped strengthen the brand's female following.
Although they have become a big success in Europe and Asia, apparently the U.S market has been more difficult to crack, according to CEO David Suddens.
He told WWD: "The warm wind of fashion is blowing in our direction. However, we are coming up against the cold front of the recession, so at this stage, we don’t know which one will win."
In Europe, sales have grown by 30 percent, while sales in the brand's namesake store in London’s Covent Garden were up 25 percent year-over-year.
The company's Originals collection have been a hot ticket in the UK, Europe and Asia, and there are plans for expansion, with the company's new Desert Boot partnership with Stussy Deluxe hoping to strengthen the business stateside.
Nick Bower, Stussy Deluxe’s creative director revealed to WWD: "The Dr. Martens and Stussy Deluxe collaboration is an attempt to mix the British boot culture with the more colorful world of American sneaker culture- two nationally definitive shoe cultures for the first time."
Other launches for autumn this year include a collaboration with Raf Simmons and the debut of the For Life collection.
Unusually, but perhaps brilliantly, the collection comes with a lifetime guarentee by Dr. Martens to repair the shoes when they wear out.
Also, according to WWD, a new partnership with British textile designer, Louise Body is on the cards and will be aimed at the female customer.
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