Dr. Martens Retools

The company that helped pioneer the ripped-fishnets-and-combat-boots look has changed its image. Dr. Martens is set to launch a new print campaign that aims for a “fresh, fashion forward” look.

“We are not walking away from our heritage,” said Dani Zizak, vp of marketing for Dr. Martens AirWair USA, the Portland, Ore.-based U.S. arm of the London company. “We want to take the brand forward, and we want to get across the message that we have a vast array of products,” he noted.

The ads, dubbed “Model’s Own,” are set to break next month and continue through the end of the year, leading to a major imaging campaign in 2001.

The new direction follows a retooling of the company’s marketing strategies that present a streamlined, cool and clean look.

Produced by London agency Mustoe, Merriman, Herring and Levy, the three ads portray a disrupted fashion shoot with models happily wearing Dr. Martens.

While the model is partly obstructed, her shoes and some of her clothing are visible. The copy conveys that the clothing is from famous shops worldwide. The shoes, however, are the “model’s own.”

“Dr. Martens is bigger then the boots,” said Damien Horner, business development director for the agency, which landed the business one year ago.

The ads will appear in Spin and other music-related publications previously used by the brand.

The media buy, however, has been expanded to include Mademoiselle, FHM, Maxim and Stuff.