Dr. Martens Expands Range of Vegetarian Shoes

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

Increasing Its Commitment to the Line and Its Customers

 

PORTLAND, Oregon, November 2, 2000

/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 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

CO: Dr. Martens; R. Griggs Group Limited

ST: Oregon

IN: TEX ENV REA

SU: PDT

11/02/2000 12:37 EST http://www.prnewswire.com