Dr Martens, the shoe and clothing retailer, is returning to the high street with the launch of a concept store in Covent Garden next month.
The store, created by design company Fitch, will be used as a platform to promote its FREEDM campaign, a movement developed by Dr Martens to provide platforms for all types of self-expression and creativity.
It aims to build on its long running association with young, urban culture and its focus on “individuality”.
The FREEDM campaign, which has been running for six months, has selected people from the virtual world of FREEDM2.com helping to showcase their creative talents through a variety of mediums.
The launch marks the brand’s return to the retail space following the closure of its King Street Megastore at the beginning of 2003.
The store will showcase key lines from its originals, mens, womens and kids clothing ranges. The store will feature website portals, lounging areas and notice boards to encourage people to exchange ideas and information.