Big news from fave footwear maker Dr. Martens: Darren McKoy, affectionately known as DMac, has taken the helm of the brand’s design team as global creative director. Read our interview with DMac, who worked at Dr. Martens for years, making his way up the ladder through hard work and passion, below! —Noa Nichol
Congratulations on your new gig with Dr. Martens! You’ve been with the brand for years; what made the position of global creative director a perfect fit for you, now?
The job description around the role of creative director has become broader than just design, by nature. It’s about what holds true to our brand’s DNA—and how you can translate that to the consumer. How does that show up through our products this is my passion and what I love to do.
When it comes to design, what are some of your greatest inspirations? How would you describe your style/design ethos?
The great thing is, working for a brand like Dr. Martens, you are never short of inspiration: from the history and culture of our brand, my team and the people I work with, to all of the sub-cultures that have adopted us and the people that continue to wear us. I’d say my style is holistic by nature; I pull from all areas of life beyond just design and aesthetic, focusing also on the creative process, brand positioning and retail experience. My design ethos is that we will continue to innovate and tell the brand story through the way we create, the processes we adopt and the way we interact with our wearers. We always pay homage and respect to the heritage and history of DM’s.
We’d love to know a little about your plans for Dr. Martens; is change afoot (sorry, we couldn’t help it!), or will you be sticking to the classic tried-and-true?
I see us continuing to do what we’re doing right now: building the classics, pushing new categories forward, and embracing the communities and cultures that champion the brand. We’ve always been driven by the creatives and rebels in society, so we want to keep elevating them and not just taking inspiration. We’ll continue to respect our past whilst looking towards the next generation of wearers and building them into the DM’s family. Essentially, we want to tell fresh and new narratives but always respecting our rich heritage.
When it comes to taking the creative helm of an iconic heritage brand that consumers have a very firm notion of already, what are some of the challenges to be faced? How about some of the benefits of working with such a classic brand?
It’s a balancing act; we need to make sure that Dr. Martens stays true to the core DNA of rebellious self-expression. But we also continue to modernise, innovate and push the boundaries forward, where we can.
How will you be looking to Dr. Marten devotees (i.e., consumers) to help shape the future of the brand?
We continually look towards our wearers as a point of inspiration. As Dr. Martens continues to evolve, we want our consumers to play an even more integral role in what we do. Whether through the lens of product in terms of the innovation and silhouettes or within our marketing efforts and the stories we tell.
Final, personal question: what pair do you have on your feet right now?
Our 1460 boot—what else? Our original product is the bread and butter of everything we do. These “icons” are as relevant now as they have been since the beginning. I’m so proud to work for a brand where we can celebrate a product that has underpinned culture and subculture for such a long time.
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