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Diversification is a good thing when done right. Most of the time, however, I say stick to your trade. It’s like Christian Louboutin bags for women. Who buys them over those coveted red-soled heels? The answer is anyone who believes Levi’s specialises primarily in watches.
We have a brave competitor in Dr. Martens, who has recently broken its 50-year sole commitment to shoes by venturing into the world of apparel and bags. The British footwear brand, with a prominent history and its current cult following, will debut its first apparel and bag line tomorrow at the new concept store at Wheelock Place.
Adding on to that string of accolades, Dr. Martens’ Wheelock Place store is also the first in Southeast Asia to carry the widest collection of Dr. Martens products and limited edition designer collaborations.
But given its prominent history and its current cult following, I’m placing my bets on their product extension being a resounding success. And if the hordes of people that showed up at their opening event last week can be relied on as a measure of accomplishment, my prediction isn’t too far off.
The Spring/Summer 2011 Men’s Collection features details influenced by British work wear, and is an easily worn trove of smart-casual. Take the stylish get-up to Sunday brunch or a music gig.
The Dr. Martens bags relate a totally different story. These were specially created by a small team of people in London boasting years of experience in crafting leather goods, and they have now presented to us the Dr. Martens Satchel and Dr. Martens Parachute bag.
Yes, and they are big on exclusivity. There are only 350 and 300 pieces of the Satchel and the Parachute bag respectively, so start bagging your order now.
I’m advocating this diversification process already.