Ch. 5 - Developing a Global Vision

 Dr Maertens and his partner, Dr Herbert Funck developed the Dr.Martens air cushion sole and it quickly became the top selling shoe in Germany. The pair then went on a search to find a manufacturer willing to produce the amount of boots needed. After searching they found a factory in UK willing to produce the boot. The boots were then sold around the world and They were instantly accepted by the youth subcultures. Using different bands and music all around the world to spread awareness they quickly became a shoe every skin head wanted. Today the doc martens brand have researched different countries to see what shoe was sold more in each country for example in England where it rains most of the time the "boot" is most likely to sell more than the new sandals they have made which is directed toward hotter countries.