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Salad Days Magazine | April 1, 2020

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DR. MARTENS X HELLO KITTY

DR. MARTENS X HELLO KITTY
Salad Days

DR. MARTENS ANNOUNCE NEW HELLO KITTY COLLABORATION.

To celebrate the anniversaries of both brands, Dr. Martens are joining forces with Sanrio’s Hello Kitty on a new limited edition collection. A decade ago, Dr. Martens teamed up with Hello Kitty for a joint birthday celebration/collaboration. The Japanese brand was celebrating 50 years of alternative Harajuku attitude, while DM marked 50 years of the 1460 boot. Ten years on and naturally both have new anniversaries to celebrate. The two brands are overdue a reunion. Although Dr. Martens and Sanrio heavily contrast, similarities, don’t follow trends, have a fiercely loyal fan base and share an alternative heritage.

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This season’s collaboration, however, riffs on the contrast. DM toughest silhouettes are brought to life with colourful Sanrio motifs, fusing the classic, instantly recognisable features of both brands. Straps with bows, heart-shaped eyelets woven with sturdy laces, and towering soles stacked with Hello Kitty love hearts. All are finished off with yellow stitching, grooved edges and a scripted heel loop. Sitting on an empowering 1.5” Quad sole, Jadon boot is enhanced with alternate Hello Kitty motifs on either side, Hello Kitty lettering down the ankle and heart nickel eyelets. Built on the same Quad sole is the Hello Kitty 1461. The 3-eye patent black shoe has asymmetrical Hello Kitty heart designs on either foot, featuring Kitty White and her twin sister Mimmy, as well as a statement dual-branded tag and metal aglet laces. Taller still is the 100% animal-friendly Hello Kitty sandal. Set on a towering triple-height platform and crafted from all- vegan materials, the sandal is decked out with bows, Hello Kitty motifs, and a special vegan heel loop. The collection drops in March 2020 and will be available at mamaison.shoes, the sandal is decked out with bows, Hello Kitty motifs, and a special vegan heel loop. The Dr. Martens x Hello Kitty collaboration is complete with two Kids 1460 boots, and range of accessories that include a heart-shaped satchel, socks, laces, pin badge and lace jewel. The collection drops in March 2020 and will be available at both drmartens.com and in selected stores.

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ABOUT DR. MARTENS
The first pair of Dr. Martens boots rolled off the production line on the 1st April 1960. With its trademark yellow stitch, grooved sole and heel-loop, it was a boot for workers, initially worn by postmen and policemen; comfortable, durable and lightweight in comparison to its competitors at the time. Throughout Dr. Martens history, the brand has been adopted and subverted by diverse individuals, musicians, youth cultures and tribes. These are the people who stand out from the crowd and their journey of self-expression has always been accompanied by a pair of DM’s. The simple silhouette allows people to customise each pair; whilst on a utilitarian level their famous durability and comfort make them ideal footwear for the world of gigs and street fashion. On an emotional level, they are a flag of attitude and empowerment. The Northamptonshire factory where it all began still exists to this day, in the village of Wollaston. A specific range of “Made In England” products are manufactured here by a small, close-knit team of people schooled in traditional shoe-making and the unique process that makes Dr. Martens like no other shoe on earth.

ABOUT HELLO KITTY
Hello Kitty was born in London in 1974. Over the years, she has become one of the most unique and fascinating characters ever created, a global icon with relevance to adults and children of all ages, ethnicities and economic backgrounds as well as an inspiration to artists and designers. Her motto is: “you can never have too many friends”.

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