An Easy Rebelion

Dr. Martens had set out to find their voice in the new brand territory with a statement boot for a new product category. We collectively shaped their rebel-hearted answer to the hustle-fetish of life on-the-go: ‘easy does it’.

In a culture obsessed with productivity, taking it easy isn’t lazy. It’s where individuality-defining moments of inspiration seep through the hard-walled shells of cultural pressure. It’s often where you dial back into you.

There’s nothing rebellious about following the crowd down the slipstream of the expected, and there’s everything rebellious about dialling back in to your sense of easy.