Dr. Martens celebrates 10 years of The Alternative platform A Year-Long Celebration of Alternative Music and Uncompromising Self-Expression
Dr. Martens, the revered footwear brand, announces a year-long extravaganza to honor the 10th anniversary of the legendary Jadon boot—an iconic platform that sparked a revolution. As they commemorate this milestone, the focus turns to the bold and fearless individuals who have embraced the Jadon boot as a symbol of their unwavering self-expression. Prepare for a celebration like no other, as they showcase a diverse lineup of artists and communities at the forefront of alternative music and culture. And hold on tight, because the lineup is still growing.
The Alternative Platform, a series of live music events, forms the beating heart of our anniversary festivities. It serves as a dedicated platform to shine a spotlight on those who challenge norms and embody the spirit of creative rebellion.
Over the past decade, the Jadon boot has left its indelible mark on streets and stages across the globe. Its chunky, empowering sole serves as both a literal and metaphorical platform for a new generation of vibrant and fearless self-expression. A celebration of pioneers who defy influence and transcend genres—those who boldly confront the status quo and push for progress.
To kick off the commemorative season, Dr. Martens launched The Alternative Platform in style, right in the heart of Paris Fashion Week at La Station – Gare des Mines. An electrifying underground rave awaited the attendees, featuring a boundary-breaking lineup of artists who dabble in alternative techno. Métaraph, Cherry B Diamond, Mimi, Hyas, and OKO DJ took the stage, igniting the night with their audacious sounds. Moreover, all proceeds from ticket sales were generously donated to the Coucou Crew charity, reflecting the brands commitment to supporting meaningful causes.
Now Dr. Martens are turning to their global community, as well as the artists themselves, to curate an unforgettable series of performances. Through a global talent search, they’ll be selecting support acts for our upcoming lineups. This ensures that the spotlight remains on the trailblazers and the communities that fuel the spirit of uncompromising self-expression.
Join then as they embark on this extraordinary journey, honouring the legacy of the Jadon boot and embracing the vibrant tapestry of alternative music and culture, where creativity knows no boundaries and individuality reigns supreme.
Celebrate a decade of defiance, resilience, and the transformative power of music. Stay tuned for more exciting updates as the lineup continues to grow, pushing the boundaries of alternative music and inspiring generations to come.
Participants can submit their entries online at drmartens.com. Entries close 7th August.
