Leveraging Gen Phoenix’s technology, which transforms discarded leather offcuts into a “premium, and durable recycled material,” Dr. Martens said it has engineered the collection to maintain the brand’s hallmark durability, and longevity while substantially reducing its carbon footprint.

The manufacturing process behind Genix Nappa involves reclaiming leather offcuts from tanneries and subjecting them to Gen Phoenix’s proprietary treatment.

This process, powered by 100% renewable electricity and boasting a 95% water recycling rate, yields a roll of re-engineered, reclaimed leather that serves as the foundation for Dr. Martens’ eco-conscious footwear. Notably, over 50% of the material used in Genix Nappa originates from waste leather.

“Partnering with Dr. Martens to reimagine their iconic boot styles with sustainable materials has been an inspiring journey,” remarked John Kennedy, CEO of Gen Phoenix. “This collaboration underscores the potential for heritage brands to adopt circular models without compromising product integrity, thereby delivering high-quality, responsibly-made shoes to consumers worldwide.”

“The sustainability challenges of today are complex, and circular business models are one of them,” said Tuze Mekik Arguedas Schwank, global head of sustainability at Dr. Martens. “At DM’s, we have been taking steps forward in our journey towards circularity, and Genix Nappa is a great example of one of them. It demonstrates that waste is a valuable resource and shows how we can think differently about our products in the future.”

Adam Meek, chief product officer at Dr. Martens, echoed this sentiment, highlighting the collaborative effort involved in developing the Genix Nappa collection and said: “The innovation around this new material is pretty special, and we’ve challenged ourselves at every step of the process to ensure the durability Dr. Martens are so famous for isn’t compromised.”

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The Genix Nappa collection features remakes of Dr. Martens’ best-selling original footwear, including the iconic 1460 Lace-Up Boot, the timeless 1461 3-Eye Shoe, and the classic 2976 Chelsea Boot.

This collaboration follows Dr. Martens’ strategic investment in Gen Phoenix in 2023 and aligns with Gen Phoenix’s commitment to supporting heritage fashion brands in their transition towards eco-conscious practices.

“We are excited to join forces with Dr. Martens on the first sustainable re-make of its most iconic boot styles,” commented John Kennedy the CEO of Gen Phoenix. “This partnership is proof that heritage brands can implement circular models that benefit the planet without changing the integrity of the product, bringing high-quality shoes responsibly to market for everyone to enjoy.”

Gen Phoenix previously collaborated with Coach to integrate its material innovation into the fashion house’s circular line of handbags and leather goods.

In 2023, Dr Martens enjoyed a spike in its share price as reports emerged activist fund Sparta Capital had built a gradual stake in the brand.