The new Archive Sandals campaign is inspired by the ‘blues parties’ of the 80s, an era in which Dr. Martens first brought their iconic sandals to the world.
By teaming up with Girls Can’t DJ co-founder Jordss and soundsystem stalwart Lady Banton, the new campaign has a vibrant cross-generational energy, rooted in culture and heritage.
For Jordss, she was always inspired to become a DJ due to her main influences of “soundsystem culture and attending carnival from a young age,” and a belief that “areas of music that inspire me the most are the 80s and 90s, I love sampling music listening to the newer tracks and also going back and listening to the old samples.”
Lady Benton, meanwhile, has explained her journey into sound system culture, saying: “Everything was happening when I first started DJing. It was a special time. I had a love for disco, soul, and a deep foundation in reggae.
“My transition into the Dancehall space came after my inaugural trip to Jamaica. I cherished all music – Ska, Rock – but Reggae became my turning point. When I’m behind the decks, it’s like transporting people back to my favourite era – the 80s – unveiling the thrillers and bangers of that time with conviction.”
Reflecting on the enduring legacy of sound system culture, especially within West London and its vibrant carnival culture, Lady Banton adds: “I’m very much about legacy. What does it mean for the younger generation? What will it mean after I’m gone?
“What will that be in the future? And how do I keep that legacy going? Keeping on telling those stories and giving the younger generation the opportunity to be able to play like I was.”
The new Dr. Martens campaign takes a look at this exact idea of legacy, tapping into the distinctive style and feel of the period the brand’s sandals were first created, conjuring the spirit of that age; more than just a fashion relaunch, it’s about celebrating the values of rebellion, creativity and inclusivity that have defined the brand to date.
As Jordss adds of her own connection with the brand, “I love the 90s, I’m stuck in the fashion styling from those days. I thrifted the Dr. Martens fisherman sandal on a store in Brick Lane around 7 years ago.
“This summer, I’m going to be wearing them with everything – jeans, shorts, and if you’re bad enough, you can rock them with a tracksuit. Even without a pedicure, you can still rock them.”
And you can get your very own too (with or without a pedicure) online and in retail stores – visit the online store here to see the collection.
