British brand Dr Martens have released their Spring/Summer 2013 campaign for #FIRSTANDFOREVER; throughout the history of the brand, it has been adopted by countless subcultures and tribes – from punks to mods, skins to stylers. This campaign continues on from AW12 with the connection to ‘tribe’. Tribes are not just premised solely on style, but also by substance. A shared attitude, a spirit, an instinct. For many, their first pair of Dr. Martens is both a statement of self expression and a stamp of belonging. An individual style, connected by a united spirit. The S/S-13 campaign was shot by Gavin Watson and features the return of the inimitable Ash Stymest, and his motley crew of Adwoa Aboah, Todd Taylor and new-comer Susannah Ligouri. We follow the gang of friends in the build up to a night out together on the streets of Manchester and signals a return to Dr. Martens rebellious roots. The imagery is accompanied by a film piece, encapsulating the spirit of self-expression at the heart of the brand, The clip was directed by Fred & Nick from Pulse Films – known for their work on music videos for the likes of Laura Marling and Mumford & Sons , as well as documentaries and commercials.

http://youtu.be/Q0cxYVlF09k