What it is: Depending on how you look at it, a shameless attempt to cash in on the successful bovver boot brand, or a "flagship store" selling "an innovative clothing range" and "essential accessories, including bags, watches and stationery". There is even a cappuccino bar downstairs (macchiato, pounds 1.25). It's enough to make hard men weep.
Atmosphere: Designer brutalist: industrial wire mesh on the walls, exposed pipes, fake concrete floor, leather patched benches with contorted metal feet. Posters of sulky urban children on the stairs, little glass display cabinets illustrate "Dr Martens trademarks" ("DMS Sole Pattern, Resistance Rectangle, Yellow Welt Stitching, Grooved Sole Edge ...") or "Punks".
Customers: Not a punk, oik, skinhead or rocker in sight. Instead, Dr Martens is full of fresh-faced German and Japanese 12-year-olds keen to look hard in a "Kick the System" T-shirt. Or you'll find them in the ground floor accessories section buying a DM's keyring, 99p, or ballpoint, pounds 3.99. Younger children are also fans of the brutal look, as the "Sole Sisters" or "Sole Brothers" T-shirts for ages eight to 10 (pounds 7.99) have sole(d) out. As, of course, has Dr Martens.
What to buy: One hundred and fifty styles of DMs boots and shoes: new ones include a silver and lace version (pounds 54.99), gold sequinned (pounds 48.99), or high blue snakeskin (pounds 91.99). But as their credibility is looking shaky, you might be better off buying something for the kids: some glittery boots (pounds 34.99), a baby donkey jacket, pounds 34.99, or a Dr Martian T-shirt, pounds 7.99.
What not to buy: A Dr Martens Filofax (yes, really), pounds 19.50.Reuse content