Alternative Craft is our answer to the tension between tradition and modernity. Here, we fuse old-world skill with new-world imagination. It's the creative meeting ground of heritage techniques and contemporary thought, combining artisanal methods with radical ideas. In this space, craftsmanship is not a relic but a raw material, as meaningful to the digital artisan as it is to the traditional maker, and as such is infused with fresh energy, accessible and relevant to today's world.
We do not preserve the past as a museum piece; instead, we build on it, treating it as a foundation on which to construct something groundbreaking and alive.
CRAFTING ICONS,
DEFYING NORMS
It all started with the creation of the timeless and iconic 1460 boot on the 1st April 1960. This was the beginning of Dr. Martens and our understanding of alternative craft.
ALTERNATIVE CRAFT
BE YOURSELF
We've all been the odd one out at some point in our lives. It's how we find out who we are. If we never push boundaries, never rebel, how do we know what we stand for? Do what you're brilliant at. Being you is your superpower, and it's the value you bring to work every day. It’s why we’ll hire you, and why we want you to stay and thrive.
ACT COURAGEOUSLY
It takes guts to step out of our comfort zone, to help others do the same, and to redefine what’s possible for future generations. Whether we’re alone or part of a movement, it’s about having the courage to be ourselves and do what’s right.
SHOW YOU CARE
This is the balancing part — between the right to be and express
ourselves, and the responsibility to use those rights for the greater good. We can be ourselves and act courageously without suppressing anyone else's right to do the same. We remain open-minded, but there is a line, and we draw it at any kind of hate and violence.
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