REBELLION REBOOTED 
Dr. Martens, the OG rebel punk brand, was drowning in a sea of manufactured defiance. Our job? To help them rediscover the true meaning of rebellion: and amplify it. 

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 crowd 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 DM 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.