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Dr. Martens, the OG rebel punk brand, claiming stages and street corners as the ultimate symbol of raw self-expression. But rebellion doesn’t stand still. Today, a legion of brands tap into some form of defiance. Our job? To help them rediscover the true meaning of rebellion—and amplify it.
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THE STORY

UNFILTERED & UNDEFEATED 
Dr. Martens has long been the uniform of subcultures. But the brand faced a threefold challenge. First, its core audience of diverse subcultures needed to feel truly at home. Second, the emerging fashion-forward crowed had to feel equally welcomed. Lastly, rebellion itself was becoming fragmented and evolving faster than ever.


SUBCULTURE’S STOMPING GROUND 
Authenticity started from within. We empowered Dr. Martens staff to shape the retail experience with us. They curated playlists, hosted live music events, encouraged in-store graffiti, and shared personal stories about breaking in boots as badges of honour. The store became not just a shop, but a venue, where subcultures could belong and see themselves reflected head to toe.


REBELLION’S RETURN ON INVESTMENT 
The Carnaby Street pilot store was already successful, but our redesign of the space, service, and digital tools spoke decibels:


Perception of the brand as ‘Rebellious’ rose by 47%

Average transaction value (ATV) increased by 18%, with footfall up 56%


51% of visitors felt inspired to explore new products

88% called it the ‘boldest’ Dr. Martens store they’d ever seen