LOCAL NAMES HELP DR. MARTENS PUT ITS STAMP ON BELFAST

FOOTWEAR and clothing label Dr. Martens officially marked its arrival in Belfast city centre recently by teaming up with a host of local names, including street artist Visual Waste.

The first standalone Dr. Martens store in Belfast was celebrated with a launch party that saw Northern Ireland’s top fashion, music and cultural trendsetters witness the unveiling of a striking in-store artwork.

Dr. Martens chose to work with Tandragee-based Visual Waste for his unique take on life in Ulster and his stencil-style street art seen in and around Belfast.

His artwork, which features iconic images of Belfast such as the City Hall, Harland and Wolff cranes, Ulster punk icon Terri Hooley and a tribute to the late Colin McQuillan of Runnin’ Riot depicts the province’s anti-establishment spirit, punk rock rebellion and music movements.

The artwork has been splashed along the stairwell where customers can view it from walking in to the Corn Market store right up the stairs as they approach the first floor.

Dean Kane, aka Visual Waste, worked on the piece of powerful graphic imagery synonymous with the Dr. Martens brand and called upon Belfast’s rich social history, including the Ulster punk movement, from old archive photos.

In keeping with the Dr. Martens #STANDFORSOMETHING campaign, guests at the launch event were asked to sum up what they felt Belfast stands for, with the word ‘defiance’ selected added into the final piece of artwork during the evening.

He said: “I wanted to create something unique for Dr. Martens that was both Belfast-inspired and true to their heritage brand, yet in-keeping with my signature style. I primarily work with black and white imagery so chose to incorporate the iconic DMs oxblood red and yellow colours to pop out from elements of the mural, taking my inspiration from local landmarks and the punk scene here in Northern Ireland.

“When I decided to become a full-time street artist, it wasn’t the most conventional career path – especially one you don’t hear careers’ teachers promoting to school leavers – but just as the Dr. Martens campaign champions ‘#STANDFORSOMETHING’, I followed what I believed in.

“It’s been an absolute pleasure working with DMs throughout the whole process and I was thrilled when I was invited to work with them. They are a brand which celebrates individuality, personality and creativity – something which I always strive for in my painting.”

Terri Hooley godfather of punk treating us to Belfast's best punk sounds at the official #DRMARTENSBELFAST launch! pic.twitter.com/dgQY7dgnnn

— Dr. Martens (@drmartens) September 25, 2014

The VIP launch event itself was tied firmly into Ulster’s roots with local band The Groundlings performing live in store and “the Godfather of Punk” himself, Terri Hooley taking to the decks. Food was served up by Love & Death Inc, who also hosted the event after-party at their neighbouring venue, and drinks were supplied by local brewing company Farmageddon.

The beer is going down very well thanks to our brewery of the evening @FarmageddonBeer #DRMARTENSBELFAST launch pic.twitter.com/dMv8AgirPF

— Dr. Martens (@drmartens) September 25, 2014

Visual Waste also supplied a one-of-a-kind customised pair of Dr. Martens Original 1460 boots for a charity auction at the event, which helped raise money for the Ulster Cancer Fund for Children.

Dr. Martens UK retail marketing manager Amy Nelson said: “We hope the artwork is well-received as a true reflection of Belfast’s punk music and social history.

“When we arrive in a new city, we like to embed ourselves in the local community so working with the likes of Visual Waste, Farmageddon, The Groundlings, Terri Hooley and Love & Death Inc have all made us feel part of the Northern Ireland scene already.”

The launch party was followed up with an in-store shopping event on Saturday 27 September, which saw Dr. Martens team up with Jason Shankey male grooming to put on a barber-shop experience alongside a customisation bar and local DJ Mark Graham.