USA: Dr Martens Expands Vegetarian Shoes Range
Dr Martens today announced the expansion of its line of leather-alternative - "vegetarian" - shoes. First introduced last January in 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 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 colours 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 Director 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 superior to the typical non-leather alternatives, the shoes are cellulose-based and manufactured with a highly specialised Lorica microfibre.
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