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In times of urban lifestyle, subculture and fashion are changing in the direction of uniform looks. But Dr. Martens owners do not comprimise. They are individuals who have managed it alone and created something – despite many hurdles. With this in mind, the cult brand initiated a campaign with the appropriate motto “Tough as you”. It tells the story of the challenges the Dr. Martens wearers overcame on their way. First, Dr. Martens organized the event in the stores in Berlin, Cologne and Düsseldorf. More will follow next year. Each of the open-to-public events are crowned with an augmented reality experience designed by Berlin designer Assaf Reeb. Another highlight on the Dr. Martens stage is rapper Ebow, who proves that women can also rap. For this performance WHITE found the best basis through the suitable media booking and chose the design platform “highsnobiety.com”, created for style-conscious people. It accompanied the campaign of the cult brand.

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