Dr. Martens has always been more than just footwear. It’s a symbol of individuality, rebellion, and self-expression. The SS25 collection marks an exciting evolution, driven by the talented individuals shaping the brand’s designs and storytelling. At the core of SS25 is The Buzz, a bold ‘90s-inspired silhouette reimagined for today’s wearers, alongside Genix Nappa, a sustainable material crafted from reclaimed leather offcuts. This season is all about fusing past and future while pushing boundaries in both design and sustainability. The Buzz shoe and campaign mark an exciting evolution for the brand, driven by the talented individuals behind Dr. Martens’ designs and storytelling. This season shines a light on the incredible team behind the scenes at Dr. Martens—the designers, product experts, and marketeers whose creativity brings each collection and campaign to life. Balancing heritage with innovation is at the heart of the brand’s approach. The design teams constantly reference Dr. Martens’ 64-year archive to maintain the integrity of its brand DNA – whether it’s through iconic silhouettes, distinctive design details, or standout campaigns over the years. At the same time, this new generation of talent brings fresh ideas, materials and design approaches that push the brand forward. It’s this fusion of past and future that keeps Dr. Martens evolving while remaining unmistakably Doc’s. In this exclusive interview, Becki Evans, Jack Connors, and Bridie Husband share how Dr. Martens stays true to its rebellious roots while continuing to evolve.

What has been the biggest challenge in launching the SS25 collections, and how did the team overcome it?
Becki Evans (Global Brand Manager): Dr. Martens has a rich heritage, making it both exciting and challenging to decide which elements of our DNA and legacy to retain whilst ensuring a launch resonates with a new generation of wearers. At our core, we defy norms and celebrate individuality. This philosophy shapes our decision-making process. The Buzz collection embodies that spirit. Infused with confidence and the warmth of friendship, the campaign is bold, bright, and unapologetically Dr. Martens. Our regional teams have brought it to life through local partnerships and activations, helping new audiences to feel the buzz.

Sustainability is becoming increasingly important in fashion. How does the SS25 collection, particularly the Genix Nappa line, reflect Dr. Martens commitment to sustainability?
Jack Connors (Sustainability Project Manager): Dr. Martens long-term sustainability ambition is to become a net-zero business by 2040, and a key step towards this goal is integrating more *sustainable materials across all our product ranges. The Genix Nappa line embodies this commitment by reclaiming leather offcuts that would otherwise go to landfill and re-engineering them into a soft, lightweight, and durable material. Since its launch in Spring 2024, the range has been a huge success, and we’re excited to push its potential even further with new print and embroidery designs available next month. Beyond Genix Nappa, we’re continuously evolving our material mix, increasing the number of sustainable options across all product categories to drive long-term change.

*At DM’s, a sustainable material is one that is durable, made from recycled, renewable, or regenerative sources, and produced responsibly.

How does Dr. Martens ensure its products remain relevant to both loyal customers and new generations of wearers?
Bridie Husband (Footwear Designer): At Dr. Martens we rely on our rich archive to influence what’s next for us, with nearly 65 years of heritage, we have a deep pool of inspiration to explore. Our design ethos is to stay true to our DNA whilst appealing to a new generation of wearers by experimenting with new materials, colours and collaboration partners. The Buzz shoe draws inspiration from the ‘90s archive. What aspects of that era influenced its design the most? Everything about the Buzz shoe is inspired by the ‘90s – from the chunky, rounded proportions to the leopard prints and pink hues. The Buzz has a sporty, vintage aesthetic that our wearers haven’t seen from us in recent seasons. There’s a sense of physical elevation and confidence that comes with a big platform sole: it takes up space and demands attention.

Bridie, you led the design for Buzz and championed the return of an archive sole. What drew you to this specific element, and how did you modernize it?
Bridie: Bringing a classic back in a new way feels extra special. Our team always references the archive to make sure new styles align with our heritage. This type of style had been sought after by true brand fans for years – you can see the love for it by the traction it gets on resale sites and the customer interactions on our own platforms. When I pitched the idea to bring iback in my interview at DM’s, the idea snowballed, and the newly imagined Buzz is now the key mainline style for this season and beyond. The new Buzz silhouette has a classic DM’s identity but brings something bold and playful to a potential new wearer.
The Buzz platform sits between a sneaker and a shoe.

What kind of consumer do you envision embracing this new hybrid style?
Bridie: The Buzz is the perfect choice for anyone who typically reaches for sneakers but wants to elevate their look whilst keeping things effortless. It’s designed for those who love to stand out yet appreciate timeless, investment-worthy pieces. With its unique shape, elevated height and versatile neutral tones of black, brown, and leopard, the Buzz seamlessly fits into any wardrobe, making it easy to dress up or down.

What do you hope consumers will take away from the SS25 collections?
Bridie: With our SS25 collections, we hope to inspire a sense of playfulness and optimism. We’ve dialled up the joy and introduced fresh silhouettes and bold design details that bring new energy to our offering. We can’t wait for our wearers to make them their own.