Accent Group-distributed brand Dr. Martens is celebrating the 60th anniversary of the 1461 shoes' launch, through collaborative partnerships with emerging Australian artists.
The brand has called on artists Lucy Lucy, Hannah Rae Powell, Kentaro Yoshida and Tom Brolga to each customise three pairs of the 1461 shoe.
The customised shoes will be displayed in one-off exhibitions across Australia while live customisation sessions will offer Docs fans the opportunity to have their own shoes personalised by their local artist in-store.
Speaking on the project, emerging multidisciplinary artist Hannah Rae Powell said that being able to collaborate with Dr. Martens was a great opportunity.
"I have always been such a big fan of Dr. Martens, I have so many pairs that are everyday staples to my wardrobe.
"I still have my very first pair of black high tops which I wore to art school every day, so this feels like a very serendipitous collaboration," she said.
Meanwhile, Tom Brolga, an artist and illustrator who gained recognition for his largescale, wheat pastes, street art and murals in the streets of New York, welcomed the partnership.
"I got my first pair of Dr. Martens a few years back, actually - they’re Vegans.
"I wore them to my mate’s wedding, and they got me through a night of dancing on a jetty.
"I can’t wait to paint them now," he said.
Accent Group GM of marketing Deena Colman welcomed the launch of the campaign.
"It has been 60 years since our iconic 1461 rolled off the production line.
"We are excited to bring to life the 1461 #DIYDOCS Exhibition in celebration of the 1461 shoe.
"As we start to move around cities and retail centres in a COVID world, we want to celebrate and engage those who are out and about once again.
"We have teamed up with four local Australian artists and four local New Zealand artists to bring DM’s fans four exhibitions in different states to explore their talent, tell their stories and celebrate culture," she said.
The customised Docs will be available to view at Chadstone, Pacific Fair and Westfield Sydney shopping centres.