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"FacebookPinterest\n\nIf you\u2019re Doc Martens, what better way to build some fireworks around your new fall campaign, &amp;quot;First and Forever,&amp;quot; than fill the Morrison Hotel Gallery in SoHo with buzz-thirsty bloggers and the street-style-shooting super couple Scott Schuman of The Sartorialist and Garance Dor&amp;amp;#xC3;&amp;amp;#xA9; of her self-titled site. Schuman and Dor&amp;amp;#xC3;&amp;amp;#xA9;, alongside Dr. Martens CEO David Suddens, unveiled the fall campaign film, &amp;quot;First Heartbreak&amp;quot; (below), and imagery starring British model Agyness Deyn.\n\n The GQ Eye had a chance to chop it up with Schuman, Dor&amp;amp;#xC3;&amp;amp;#xA9; and Suddens after their presentation... \n\nFacebookPinterest\n\nThe GQ Eye: Do you guys have any style memories growing up with Doc Martens?\n\nGarance Dor&amp;amp;#xC3;&amp;amp;#xA9;: Oh my god, yes. I would wear them all the time as a student. My roommate at the time had more money than I did, so she was able to buy more pairs. They had all these colors and patterns: flowers, yellow ones, reds...\n\nGQ: Remember those crazy metallic ones?\n\nDor&amp;amp;#xC3;&amp;amp;#xA9;: Exactly! And we\u2019d always be exchanging pairs and wearing each others. My best friend happened to call me several weeks ago and told me, &amp;quot;hey, I just found some of our old pairs of Doc Martens and I went to try them on, and I\u2019m actually two sizes smaller... I guess I was buying them big so you could fit into them. In fact, they don\u2019t fit me at all!&amp;quot; [Laughs]\n\nScott Schuman: That\u2019s a good friend.\n\nGQ: What about you, Scott?\n\nSchuman: I only had one pair. I remember growing up in Indiana and English rock was so huge: Sting was hot and Fine Young Cannibals a little bit later, so I was going for that English feel. I used to go to Chicago and I\u2019d go to the Armani store, because Armani was my favorite designer. The store was really plush and pristine and quiet; for me it was like going to church. This was in the late 80s and I remember going to the shop and the carpet was so plush that after I\u2019d perused the store, I looked back and I\u2019d left these giant footprints. I\u2019d go in there a lot and every time the employees would see me coming, they\u2019d go &amp;quot;oh crap, it\u2019s this kid again.&amp;quot; So that\u2019s really my only Doc Martens memory. [Laughs] I think for me, it was more about wearing something that associated you with an outside world you knew nothing about.\n\nFacebookPinterest\n\nGQ: I saw you last night at Opening Ceremony for the Kim Jones and Bean Pole Block Party and everyone was just shooting photos of their stylish friends on the street. It happens everywhere now. You two have to be flattered, or at least feel partly responsible for this movement, right?\n\nSchuman: I really like it. I read a lot of books on art history and different art movements throughout time and this is definitely a movement of sorts going on right now. Whether you like the people or not, it\u2019s definitely a moment that is happening. I think of a guy like John Singer Sargent, who was a painter during a time when only wealthy individuals could afford to have their portrait painted, so he kind of took it to the streets. I\u2019m fascinated by personal style and I think this movement is going to allow people a hundred years from now to look back and really see exactly what was happening. It\u2019s such an inexpensive and democratic way to document people\u2019s personal style. Take something like denim cut-off shorts, every single woman in the world probably owns a pair right now and we\u2019re able to see social pictures like these that develop through our style of photography and documentation.\n\nIt\u2019s funny, a lot of people, retailers and such, say fashion is just changing so fast these days and style is evolving so fast, but I\u2019m not sure I agree. I was just in Stockholm and we were looking at images we\u2019d shot four years ago and I think people would still say, wow, that looks relevant and looks good. I think it\u2019s just so much more about style as opposed to trend these days.\n\nFacebookPinterest\n\nGQ: David, what\u2019s the attraction to this theme of &amp;quot;firsts?&amp;quot;\n\nSuddens: So many times when I introduce myself as working with Doc Martens, people\u2019s eyes sort of light up and they say, &amp;quot;Ohh! I remember my first pair. I love those shoes.&amp;quot; There\u2019s such an attraction to this bloody footwear. [Laughs] From a business perspective, we needed to look at how we could take this out of the past, so to speak and make it current. And the idea of having customers direct feedback, these memories and stories and combining that with social media and so forth, it seemed perfect. And we didn\u2019t want to be too corporate and make it all about Docs. So, we\u2019ve sort of gone with this idea of &amp;quot;firsts&amp;quot; of any kind.\n\nGQ: Fill a room with bloggers and you\u2019ll get some stories.\n\nSuddens: Yes! We want people to engage and we always get so excited about the next range of product and so forth and we want them to as well. I\u2019ll admit, like anyone else in this industry, I tend to get ahead of myself since I\u2019ve already seen next year\u2019s product and I want to show it to people and say, look at this! But, I happen to love this ad campaign and this photographer. These shots of Agyness are just beautiful and edgy.  And Scott and Garance are lovely people. So, it\u2019s been fun."^^<http://www.w3.org/2001/XMLSchema#string>
<http://www.gq.com/story/dr-martens-first-and-forever-campaign-launches-with-scott-schuman-and-garance-dore>