Values & Personality

As the Dr. Martens brand continues to grow, they have held themselves to standards of sustainability both environmentally, and for their image. On this page, you will dive deeper into the mission, vision, and values that keep the Dr. Martens brand recognizable.

Mission Statement

As we continue our journey, we are committed to standing by our belief in doing what is right for people and the planet - in leaving things better than we found them.

In order to keep their promise of "leaving things better than we found them," Dr. Martens PLC has a list of goals that they are actively going to achieve by specified dates.

  1. By 2028, they will get all of their packaging material from recycled and sustainabily sourced resources. They also want to actively minimize their waste to guarantee that none of their waste goes to landfill across all chains.
  2. By 2035, they hope to remove fossil-based chemicals from all of their products.
  3. By 2040, they want all of their products to be made from sustainabile material with sutainable disposal once they reach their end-of-life. They also aim to get all of their material from regenerative agriculture.

Vision Statetment

Our purpose is to empower rebellious self-expression. Our responsibility is to act as brand custodians. Our aim is to deliver long-term value for the business.

Innovation has always been Dr. Martens biggest value, and is still influencing the brand as time goes on. One of the biggest parts of the brand's personality is that, despite the expansion of different styles, the shoe remains recognizable to the original concept that was produced decades ago. The goal is to keep pushing the boundaries of the original product without losing what makes it so iconic in the first place.

Doing the Right Thing

DTC Acceleration

Growing the brand through direct-to- consumer channels to enable connection with customers and future growth

Operational Excellence

Invest in operational infrastructure for near- term trajectory while enabling future growth and unlocking value

Consumer Connection

Using marketing strategies to broaden consumer demographic and engagement while ensuring sustainability

Sustainable Global Growth

Enforcing business growth and foundations of sustainability through quality wholesale partners and resource prioritization

Dr. Martens has over 60 years of history and reliability for their consumers. They sell a wide variety of styles that can appeal to people with juxtaposing interests, making their demographic remarkably diverse. They classify themselves as a Democratic brand who strives for rebellious self-expression while enforcing long-term value. While shying away from trends, Dr. Martens applies itself to people of all ages in diverse communities around the globe.