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The Streets' Mike Skinner Captures the Spirit of Skinheads & '69 for Dr Martens



Agency ODD London creates nostalgic poem on the original Skinhead movement

The Streets' Mike Skinner Captures the Spirit of Skinheads & '69 for Dr Martens

Creative agency ODD and Dr. Martens have collaborated with Mike Skinner of The Streets to create a campaign for the new Dr. Martens Spirit of ‘69 capsule collection, which celebrates the original skinhead movement.

Dr. Martens, the British footwear brand, launched the new capsule collection in September. The collection includes Dr. Martens shoes and bags, with Brutus shirts, Trojan Records, Alpha jackets and Edwin Jeans combining to create a head-to-toe look inspired by the original skinheads from 1969. 

ODD was tasked to educate people to the fact that the original skinhead movement was the first multi-racial youth movement that embraced music and fashion. The agency worked with director Mike Skinner to create a hero film which explores the Spirit of ’69 from past to present influences. The wider campaign includes social media and retail channels to support and promote the collection.

Nick Stickland, Founder and Creative Director, ODD said: “We were asked to look at one of the most misunderstood British subcultures in modern history – the skinheads. Working with Mr. Skinner enabled us to produce a campaign that truly encapsulates the spirit of the era. Showcasing that desire to be different, an obsession with style and the attention to detail, which are also inherent in the Dr. Martens brand.”

Simon Jobson, Global Marketing Director, Airwair International Ltd – Dr. Martens, said: “The Spirit of ‘69 collection and the communications around it captures the essence of an incredibly enduring subculture, the skinhead. 

The campaign and the partnership with Mike Skinner enabled us to bring this story to life in a contemporary way demonstrating how this movement has continued to influence music and fashion right up to the modern day.”

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Genres: Storytelling, People, Dialogue

Categories: Shoes, Clothing and Fashion

House 337, Wed, 17 Sep 2014 09:12:15 GMT