Dr Martens links with musician Deyaz

By

Nigel TAYLOR

Published
Jun 12, 2023

Heritage footwear brand Dr Martens is bringing its longstanding musical links to centre stage for its new summer campaign in a new musician tie-up. 

Kicking off an "offbeat summer” the brand has linked with Gen Z favourite, multi-instrumentalist Deyaz, seeking to celebrate his “non-conformist roots and alternative approach to his musical journey”. 

It’s a good fit for a brand that’ been known almost throughout its long history for its youth culture connections, something that has kept it hugely relevant over multiple decades.

Directed by creative production company Meeks & Frost, an accompanying two-part mini-documentary “seeks to take viewers on a visual and sonic journey through his musical process and how he came to be not one member of the band, but every member of his own band”. 

It also spotlights Deyaz’s affinity to the brand’s DNA – from donning DMs back in his busking days around Camden, “to his rebellious approach towards the future of music”. 

Shot wearing the brand’s new summer collection — the Carrara pack — Deyaz “shows his individual style as he approaches festival circuits and summer season” - featuring both the 1461 and Adrian silhouettes. 

Deyaz also scored the videos, collaborating with Dr Martens on every element of the production. 

He’s also set to perform on the BBC’s introducing stage at his first Glastonbury as well as appearing at a number of concerts and releases throughout the summer.