Bootmaker Dr Martens has introduced the Genix Nappa collection, which harnesses leather offcuts previously destined for landfill, as it works to create footwear with the longest life and lowest environmental impact.
The brand partnered with Gen Phoenix to re-engineer leather offcuts to generate the Genix Nappa material. The collaboration said together they have created their most innovative material to date, without compromising on their renowned durability and comfort.
Dr Martens work to reduce the amount of waste it sends to landfill was recently looked at by the RetailX European Fashion Sector Report. A company profile tracked how the bootmaker is ensuring that zero waste is sent to landfill by 2028.
Furthermore, by that time 100% of the products it sells will have a sustainable end-of-life option. In April 2022, it started its first trial of more sustainable repair and resale services and says early results are encouraging. So much so, in September 2023 it rolled out this service to the UK.
Additionally, Dr Martens has documented the Genix Nappa process with creative agency Syn.
Hope Williams, senior account manager, Syn, said: “Next Gen material is a new story for Dr. Martens, so we needed to explore and pin down how to tell a sustainability story through the Dr. Martens lens. The aim was to document the people and processes that are going into their future-facing products, so we decided to film in the factory itself so we could hero ‘the way’ and unpack ‘the why’.”
Read the full Dr Martens profile in the RetailX European Fashion Sector Report to discover its growth from the 1947 invention of the patented ‘Air Wear’ sole, to the hard work over the past five years to shift towards a direct-to-consumer online retail model.
The report also has company profiles on Asos, JD Sports, TK Maxx, Vinted and many more.
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