Dr. Martens: 10 years of the Jadon Boot
Task
As part of the 10 year anniversary and an output of our wider strategy on alt culture for the brand, Platform13 was tasked to kick off the campaign with a mini-doc exploring the rise of the brand distinctive & transformational Jadon Boot from 2013 to 2023.
Approach
We wanted to explore the cultural significance of the Jadon Boot from its inception in the early 2010s and how the rise of online fashion blogs changed the landscape of fashion, aiding the rise in popularity of the Boot.
Output
We invited a global cast of people who were there to witness the meteoric rise of the Jadon Boot - past and present, to piece together key moments and reflect on the significance of the early online fashion community and how the Boot still resonates today.
THE STORY OF JADON 2013-2023
The film is a mix of conversations between the people who built a new online culture to key players in the brand, the collaborators who reimagined the boot over the years and the collectors who were simply obsessed with it from the beginning.