Dr. Martens and Heaven Join Forces on a New Collaboration
Grace Mahas — November 12, 2021 — Fashion
References: drmartens
In their second collaboration of the year, Dr. Martens and Heaven by Marc Jacobs release the second half of their 90's inspired collection. Following on from their earlier collaborations, the brands are taking the newly minted Audrick silhouette from Dr. Martens and combining it with Heaven by Marc Jacob's nostalgic vision of alternative subcultures.
A tribute to the designer’s infamous 1993 runway show, the bold self-expressive neoteric Audrick 8i and 3i in Daisy and Tartan print, respectively, are made with the new lightweight Quad soles for added comfort. A subversive, traditional punk Stewart material is used for the Audrick 3i, while a floral grunge daisy-print Backhand leather is used for the Audrick 8i boot. Marc Jacobs' double-headed teddy lace charm is included with both the boot and the shoe. They are adorned with daisy-shaped eyelets.
Image Credit: Dr. Martens
A tribute to the designer’s infamous 1993 runway show, the bold self-expressive neoteric Audrick 8i and 3i in Daisy and Tartan print, respectively, are made with the new lightweight Quad soles for added comfort. A subversive, traditional punk Stewart material is used for the Audrick 3i, while a floral grunge daisy-print Backhand leather is used for the Audrick 8i boot. Marc Jacobs' double-headed teddy lace charm is included with both the boot and the shoe. They are adorned with daisy-shaped eyelets.
Image Credit: Dr. Martens
Trend Themes
1. 90's-inspired Fashion - There's a trend towards creating fashion designs that are inspired by the 1990s, which presents an opportunity for apparel brands to use nostalgia to create new, exciting products.
2. Co-branding Collaborations - Multiple brands joining forces to create products can lead to innovation and improve customer outreach in industries from apparel to food and beverage.
3. Comfort-enhancing Sole Technology - Innovative uses of new lightweight Quad soles for increased comfortability can be applied to footwear products, creating an opportunity for shoe manufacturers to highlight product design and technology.
Industry Implications
1. Footwear - The shoe & footwear industry can utilize comfortable sole technology and 90's-inspired fashion trends to create innovative products that attract consumers looking for unique, comfortable fashion.
2. Fashion & Apparel - The apparel industry can take advantage of the 90's-inspired fashion trend to create designs that are authentic, nostalgic, and relevant to contemporary fashion trends, as well as by collaborating with footwear brands to offer new accessories or integrated clothing options.
3. Accessories - Collaborations between brands can be extended beyond clothing to work on co-branded accessory products that showcase each brand's potential and create new, unique products for customers to purchase.
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