Fashion month might technically be over, but the parties sure haven’t stopped. Last week, Dr Martens treated New York City to a two-night extravaganza as it launched its MADE STRONG campaign and gave a preview of its latest product innovation platform, 14XX. The Made Strong pop-up, held at Greenpoint Terminal Warehouse across the weekend, celebrated individual and community resilience, tenacity, and creativity – all of which were on full display from the bold line-up of performers and experimental installations to a series of hands-on, immersive experiences. Here’s what went down.

IT ALL STARTED WITH A TASTE OF DR. MARTENS

A bright, signature Dr Martens-yellow facade greeted everyone who pulled up to the Greenpoint warehouse. After passing through the thick, shiny black PVC strip curtains, guests were confronted with a corridor filled with flat screens broadcasting various Dr. Martens stories of strength from the MADE STRONG campaign.

ADAM ZHU TOLD A STORY THAT COVERED THE WALLS

Further inside, the walls of the warehouse were covered with snapshots from NYC photographer Adam Zhu. The photos, imbued with the Dr Martens spirit, energy, and effervescence, made for the perfectly punk photo wall and a glimpse into the photographer’s art. Meanwhile, up on the ceiling were corrugated iron sheets which became blank canvases Zhu that were set off by neon lasers – each one blasted videos by Adam Zhu across the night, giving you the feeling of being truly submersed in Dr Martens’ NYC world.

ATTENDEES GOT A GLIMPSE OF THE NEW COLLECTION

Behind the stage, some lucky attendees were granted access to the hidden preview of the brand’s 14XX collection. Dark, bold, and much like stepping into an underground incubator, the installation presented the new product platform, which spans the brand’s signature style boots in all iterations – oxfords, brogues, platforms; tall and short – in new styles that referenced Dr Martens own history while pushing the boundaries of design for the future. The brand has reimagined its illustrious archive of workwear through a modern lens, sometimes with chunky platforms, other times with mixed textures, removable puffer coverings [perfect for those snowy NYC winters], and easy-to-wear pull-on styles.

KELSEY LU AND GOTH JAFAR SWUNG BY

No celebration is complete without good music, and Dr. Martens knew just who to call. NYC DJ, Goth Jafar flew in from Berlin, filling the bustling cavernous warehouse space with hyper-pop bops and chaotic remixes. Mijita, the winner of Dr. Martens Alternative Platform talent search competition also took to the stage to share her infectious R&B-meets-silly girl pop bars. 

Later, Kelsey Lu closed the night with their cello-infused contemporary pop tracks. On stage, their red mohawk headpiece fluttered in the breeze as Lu riffed on the cello playing “I’m Not In Love” to an undeniably mesmerised crowd.

NY’s BEST DJs KEPT THINGS PUMPING

What’s better than a party? An afterparty, of course. On Friday night, everyone pulled out their best dancing Docs once again for a night of house music, hip-hop, and club remixes. Pedrose and Hank Korsan got the party started with some house bangers, soaring house bops and moody vocals, before beloved New York DJ Venus X closed out the night, giving the crowd everything, they wanted and more, topped with a healthy dose of pop remixes from Beyoncé and Rihanna.