Fashion stalwart SRD_____ and the British heritage mainstay unpack the creation of their new silhouette.
. We always knew where to pick up counterfeit footwear – in a tower block on the Hemmingwell estate in Wellingborough. There has always been this fascination with style. It wasn’t even fashion – what the fuck is fashion?!brand in Leicestershire. I'd been involved in British street culture at least a decade before working with Virgil, which was more about bridging into the macro picture.
Samuel: It's a good answer, because – and this is why I mentioned respect – Darren understands the brand fundamentals. You guys treat brand the same way Apple treats their brand. I understand that there are certain Dr. Martens styles that should never be touched. At the same time, I understand the soul of a collaboration is to perfectly inflame newness alongside heritage. We both operate across 12 to 14 collaborations a year; both companies thrive in collaboration.
Samuel: On my side, it's been learning how to distill brand. Understanding that a micro shift is actually just as important as macro. Sometimes it's not about trying to retrofit the engine, it's about refining. There’s also this shared culture between A-COLD-WALL* and Dr. Martens. The only way I can put it is that it's very front end, on the nose and British. The partnership knows what it wants. That’s rare.
Samuel: It varies. If you look at the lineage of the shoes we've developed, where we've used eyelets and rivets, we've kind of moved forward how an eyestay works. What is the concept of an eyestay as soon as you remove the eyelets and the lacing system? Darren's team are really willing to put the tooling and the investment down, and I think that is why this collaboration worked.
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