Updating Comfort While Inheriting the Essence of "Dr. Martens!" A Look Into the New Standard Sandals

Originating in the UK and serving as a symbol of subculture and youth culture, the footwear brand "Dr. Martens" has long led the fashion scene.

Although the brand is known for its 8-eye boots and 3-eye shoes, in recent years, sandals have also garnered tremendous support. How did Dr. Martens sandals come to be, and what has led to their current popularity? We spoke with Namiko Yamazaki, who handles marketing and PR for the company.

Sandals that Inherit the Essence of Dr. Martens While Updating Comfort

Dr. Martens began its shoemaking business in 1901 and started producing its first model of the 8-eye boot, the "1460," in 1960. The brand began developing sandals in the 1990s.

Initially, the sandals also adopted the "Air Wair," the air-cushioned sole that is also used in boots and shoes. Over the past 30 years, they have continued to evolve in accordance with changing trends and usage scenarios.

"Sandals are easier to incorporate into fashion compared to boots and usually fall within an affordable price range, so they often serve as a customer's first contact with Dr. Martens.

"Because of this, the iconic yellow stitching and the fact that the shoes were created by a doctor, the high level of cushioning that minimizes foot strain has also been inherited in the sandals. Additionally, particularly for the sandals, we've focused on things like weight reduction and preventing blisters, further updating their comfort."

A Look at the Dedication & Evolution of Sandals Across 3 Models

Let's examine how comfort is specifically integrated into the design through popular models like "JOSEF," "MYLES," and "MATTISON."

Among Dr. Martens sandals, which often change with the seasons, the "JOSEF" has been continuously available as a staple model for several years.

"Globally, the majority of the sandal users are women, but in Japan, both men and women support it. In particular, 'JOSEF' is popular among male customers," says Yamazaki.

Despite being a casual slide sandal, it features a sophisticated design with a subdued color and a suede buckle belt for added luxury. From a functional standpoint, using suede material for the insole prevents blisters and slips, supporting smooth walking.

Moreover, the sole incorporates the iconic "Air Wair" characteristic of Dr. Martens products. This original sole has small grid-shaped spaces that create a cushion with trapped air, which absorbs shocks during walking.

The next model, "MYLES," particularly emphasizes "lightness" by using the "ZIGGY sole." The jagged bottom surface provides slip resistance and enhances cushioning.

The age range of users is broad, and it is especially popular among fans familiar with Dr. Martens. There is also an Asia-exclusive design featuring silver stitching.

"Especially in Japan, the demand for Dr. Martens continues to grow, so recently there has been an increase in Japan-exclusive and Asia-exclusive products. All product development is done by the team in the UK, but for models that seem to have a high response in Japan, we make requests for handling at the design proposal stage," Yamazaki explains.

And the latest model, "MATTISON," is what Yamazaki describes as a product that "removes the conventional concept of leather sandals."

By further thickening the sole from the "MYLES," the cushioning is enhanced, and by adding a protector at the bottom, durability is improved.

Additionally, cushions have been applied to areas prone to blisters like the heels and forefoot, and low-rebound material has been used for the insole, focusing on comfort for prolonged wear.

The Growing Presence of Japan's Street Scene in the Home Country of Britain

Dr. Martens releases various models globally, and it appears there are products influenced by Japan, including color variations.

"They have been paying attention to Tokyo's street scene even in their home country, and while it's not explicitly stated, there are many designs that seem to be inspired by Japan. For example, the key colors for this season, such as powder pink and light tan (leopard print), are color schemes that were popular in Tokyo from the late 1990s to the 2000s.

"One can speculate that this is due to Tokyo's high fashion sensitivity, the rapid changes within the scene, and the strong ability to disseminate trends," Yamazaki comments.

What Lies Ahead for the Brand Amidst the Expansion of Users & Culture?

All the sandals are based in leather, offering durability and proving popular for year-round, urban wear, but there seems to be a shift in the user demographics in recent years.

"Especially since the COVID-19 pandemic, I feel that our customer base has been expanding. Traditionally, Dr. Martens was strongly associated with punk rock and subcultures, but now it seems that there are many younger customers who are positively detached from that image.

"In Japan, too, we are fostering an image that is not limited to punk rock, as seen with the use of singer-songwriter 'idom' and DJ 'ecec' in key visuals," says Yamazaki.

Furthermore, Yamazaki states, "I want to make sure we communicate the benefits of leather strongly moving forward.

"As more people are opting for sneakers, we want young individuals to appreciate the durability and the attachment that comes with the aging process of leather. We hope to introduce various products for this purpose.

"Specifically, we are starting to incorporate stitch colors other than yellow, which is popular in shoes and boots, into our sandals. The products with altered stitch colors have been receiving significant feedback lately, and I feel the customer base is expanding."

"I would love for people to incorporate Dr. Martens as an item for self-expression in any era or scene, without being overly constrained by brand image."

While they are updating in line with the times, Dr. Martens' unique manufacturing ethos is still strongly reflected in the sandals. I'm excited to continue observing the changes that lie ahead as they maintain their unchanging stance of being a "brand that expresses individuality."