Dr. Martens Expands Its Range of Vegetarian Shoes

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From http://www.hoovershbn.hoovers.com/bin/story?StoryId=CoGd00bWbu0zusda3nW

 

Dr. Martens Expands Its Range of Vegetarian Shoes Adding Colors & Styles -

Increasing Its Commitment to the Line and Its Customers

PR Newswire - November 02, 2000 12:37

 

PORTLAND, Ore., Nov. 2 /PRNewswire/ -- Dr. Martens today announced the expansion

of its line of " vegetarian " , leather-alternative shoes. First introduced last

January in only basic black, the company is now introducing its classic 1460

boot in red, green and purple, as well as a classic mary-jane in burgundy, brown

and royal blue. Dr. Martens is expanding its offerings based on consumer

requests and the success of its initial offering earlier this year. The company

intends for the expansion to meet the needs of, and reaffirm its commitment to

the under-served non-leather seeking niche consumer.

 

" We introduced the vegetarian line after hearing customers request it for years

.... Now we know the demand is there, and that they not only want a vegetarian

product, they want it in more colors and styles, " says Special Makeups

Coordinator Carlos Garcia.

 

Since the initial Dr. Martens Vegetarian product release, prominent and active

vegetarians/vegans such as Chrissy Hynde of the Pretenders have thanked the

company for taking the initiative in developing a non-leather product based on

mainstream styles. In fact, during the initial launch of the product, it was

presented to Hynde who insisted that her entire band and road crew be outfitted

in the product and that leather not be allowed. Groups such as PETA and PAWS

have also expressed interest in supporting and advocating non-leather products

as alternatives.

 

" PAWS supports consumers being able to make conscious decisions and choices

about the products they buy. We are glad to see Dr. Martens put forth a choice

for customers who desire an alternative to leather, " says PAWS Director of

Development Robbin Jones.

 

The quality of the shoes is a large part of what has helped make them a success

for the company. Made from a material far more superior to the typical

non-leather alternatives, the shoes are cellulose based and manufactured with a

highly specialized Lorica microfiber. In essence, they are a true leather

alternative, not just a cheap imitation.

 

The styles Dr. Martens is releasing in the new Vegetarian leather include a new

5026 Classic mary-jane, the Classic 1461 oxford and the Classic 1460 -- the

company's original boot, named for the date on which the first pair was

manufactured -- April 1, 1960. All three products will be available in select

boutiques beginning in October 2001 and include: Allston Beat, Boston, MA;

Fashionation, Denver, CO; Bovvers, Pittsburgh, PA; The Future, Portland, OR;

Chalk Gardens, Salt Lake City, UT; Sugar Feet/Red Zone and Toxic Footwear, Los

Angeles, CA; Trash and Vaudeville, New York City.

 

Established in 1960, Dr. Martens is rooted in comfort and quality. Parent

company R. Griggs Group Limited has been involved in shoemaking since 1901 and

has taken the brand from humble beginnings to what is now a fashion icon and a

workplace staple. Dr. Martens manufactures some of the highest quality footwear

in the world and offers the very best in craftsmanship and styling. The website

can be viewed at: (www.drmartens.com).

 

CONTACT: information or photos, Jason Thome of Dr. Martens, 503-417-7067, or

800-460-3885, ext. 7067.

 

SOURCE Dr. Martens

 

/CONTACT: information or photos, Jason Thome of Dr. Martens,

503-417-7067, or 800-460-3885, ext. 7067/

 

/Web site: http://www.drmartens.com/

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