Dr. Martens Launching Collab With Awake NY in Celebration of Cumbia
Dr. Martens x Awake NY
Dr. Martens and Awake NY have come together to launch a new footwear collection just in time for sala season fits.
The collaboration includes two colorways of the recently launched Lowell silhouette in vibrant green and peony navy. The smooth design combines archival workwear design with contemporary flair — hair-on texture, golden eyelets, and three different colored laces to highlight every user’s creative personality.
True to Dr. Marten’s style, the shoe is secured with the signature yellow welt stitching across the body of the shoe. The Awake NY logo is also featured, embossed on a contrasting black-oiled back strap.
The launch is supported by a campaign that highlights the rich and modern cumbia music scene of NYC. The subculture of Cumbia listeners and dancers spans regions across Latin America, bringing together a melting pot of culture, tradition, and flavor, with fans worldwide embracing new cumbia mixes and sounds.
The campaign was shot in Brooklyn, inside a popular Dominican restaurant and nightclub known as Mi Sabor Café, the Latin hot spot where regulars and newcomers alike come together to dance and vibe to the Cumbia beats of HelloTones, also known as el “hijo de Puebla York.” The Bronx-Born DJ brings Latin American diaspora communities together through his music, which mixes traditional cumbia beats with experimental sounds to create a new genre of cumbia hits.
The Dr. Martens X Awake NY collection will be available online on December 6th at Drmartens.com and awakenyclothing.com for $180 USD.