GANNI is one of the hottest "it" brands at the moment, and they are upping the "it" factor with a perfectly timed collaboration with Dr. Martens.
The Scandinavian brand is no stranger to a good collab; in the past, they have joined forces with anyone from size-inclusive fashion brand Ester Manas to New Balance and Paloma Elsesser. GANNI's new collaboration with Dr. Martens, unveiled on November 28, looks to the beloved Jadon boot to celebrate the 10th anniversary of the silhouette.
"We love that GANNI's bold, progressive vibe aligns perfectly with our mood at Dr. Martens," Dr. Martens's creative director, Darren Mckoy, commented on the collaboration with GANNI, in a press release. "That's what makes product design and partnership planning fun: when two partners' synergies can integrate seamlessly. Together, we've crafted a product that represents both of our brands — a fusion of GANNI and Dr. Martens DNA aiming to finish 2023 on a high. And what better way than by celebrating 10 years of our iconic Jadon boot, the platform that started it all!"
"Dr. Martens takes me back to my teen years in the '90s, my forever favorite era," Ditte Reffstrup, creative director of GANNI, added in the same press release. "It's such a legacy brand, and their boots have transcended generations, becoming symbols of subculture, self-expression, and individuality. Being able to collaborate with them on their Jadon boot is such an honor. We wanted to pay tribute to the music scene, which has served as a massive inspiration for me and always felt like a place for connection."
Since 2000, fueled by playfulness, positivity, and an ambition to be progressive, GANNI has taken the fashion scene by storm. The Danish brand's loyal audience has aligned its energy with that of the brand's — vibrance, individuality, and confidence. Similarly, since the 1960s, Dr. Martens has empowered its audience to "stand out from the crowd" – making its footwear synonymous with self-expression and empowerment, not to mention a cult classic.
For the collaboration, GANNI has incorporated its signature butterfly logo on the Jadon boot, which is also remastered in a blend of recycled, leather-free materials. The classic Dr. Martens yellow welt stitching is still present, of course, and is mirrored with yellow accents around the laces. Meant to celebrate the 10th anniversary of the silhouette, this collaboration stays true to both brand's themes of "kicking back against conformity and doing things your own way."
Featuring French musician and producer Oklou, the campaign was shot by Grant James-Thomas. The collaborative boot drop will set you back $305 and will be available in sizes EU 36–48. The new Dr. Martens x GANNI Jaden boot is dropping on December 1 and is available to shop on ganni.com and drmartens.com, as well as selected global stores.
