Dr. Martens Strides into a New, Progressive Realm with 14XX

14XX is the brand’s latest and most progressive channel, with a fresh narrative for innovation, devised by Leeds based creative agency Syn. It pulls together the next generation of stories and future-ready product – an expressive new direction that intertwines heritage with a futuristic vision. 14XX blends workwear insights with a streetwear perspective, aiming to evolve and push boundaries within the brand.

Following the VIP launch party in Brooklyn earlier this year, the much-anticipated Beta Pack product launch has just dropped - via selected statement retailers online with an extremely limited run - which sold out globally within hours. This tantalising release was not for the masses, more a very limited first taste of things to come from 14XX. 

Alongside the drop, Dr Martens has selected 14 of the world’s most forward-thinking style icons, luminaries in their respective fields, for an uber exclusive seeding drop.

Spanish singer, songwriter, producer and actress Rosalia is one of the chosen recipients. Described as an “atypical pop star” due to her genre-bending musical styles, and so too is Edison Chen – the polymathic Canadian born Hong Kong actor, singer, rapper, fashion designer and entrepreneur. American artist A$AP Ferg, The Harlem-born founding member of the hip-hop collective A$AP Mob is also on the 14XX shortlist. 

The seeding release marks the next phase in the 14XX launch narrative crafted and brought to life by creative agency Syn. Trusted by the brand to define what 14XX is and how it is understood by the world, Syn have worked above and through the line to create and deliver the campaign across all channels, launch event and seeding.

Paul Birkhead, creative partner at Syn explained, “We’ve been given privileged access behind the scenes at Docs, which has really helped us to understand how to tell the 14XX story. Gleaning information from the product development team, archivists and the brands creative director Darren McKoy really allowed us to delve into the Docs DNA to create something unprecedented, something truly unique. 14XX is a category for innovation, pushing boundaries, looking back to allow them to leap forward.”

Dr. Martens’ creative director Darren McKoy stated, “Dr. Martens has always gone against the grain and 14XX marks a new design chapter of boundary-pushing, forward-thinking workwear for the brand. It’s all about taking the most durable, versatile, and iconic parts of our past and reimagining them for the future. Every 14XX product is an adaptation of a classic Dr. Martens silhouette”.

Creating campaigns for other global industry movers and shakers such as Eastpak, Under Armour, Adidas and Life Fitness, Syn’s kick arse creative vision blurs the traditional boundaries, working holistically above and through the line - actually redefining the line - turning captivating ideas into irresistible brand moments with serious commercial impact.

Trusted by some of the world’s biggest brands Syn continues to create and deliver across all channels, from brand positioning and campaign strategy through to complex international roll-outs.