UNITED BY ALTERNATIVE HERITAGE
It was the birthplace of London’s Swinging Sixties. Home to Mods. Punks. Skinheads. Carnaby St. was where new cultures, new music and new ideas were forged. A place that's loud with a buzz of self-expression and the embers of a revolution — we go way back.
Shaped by decades of youth culture and societal change – Carnaby St. has long played both platform and muse to generations of London’s alternative subcultures. The same subcultures we’ve been at the feet of for over 60 years. With a resounding legacy and an unwavering presence – it was instinctive to set up shop. United by our heritage — it's not just a store. It’s a piece of history.
MEET THE TEAM
DM’s chats with some of the Carnaby St. experts about subverting fashion rules, breaking in tips and life at the store.
CAMERON
Sales Assistant
WEARS: CUSTOMISED 1460 BOOTS
Q: What makes the Carnaby St. store stand out?
A: Location, being on a road with a lot of history to it and the layout of the store.
Q: What traditional ‘style rules’ do you like to subvert?
A: Loafers go with anything!
HANNAH
Senior Sales Assistant
WEARS: THE JADON MAX
Q: How does wearing DM’s make you feel?
A: Wearing DM's makes me feel empowered and confident. And tall!
Q: What makes the Carnaby St. store stand out?
A: It's not just a store. It's an experience. It’s totally unique and the first of its kind. It's immersive and inspiring, plus the team are second to none.
BENJAMIN
Sales Assistant
Q: What advice would you give to your younger self?
A: If you want to wear it… wear it!
Q: What do you like about the pair that you’re wearing in your staff photo?
A: I love that they’re Originals. Made in the original factory in Wollaston. So much heritage in one pair of boots.
CONOR
Sales Assistant
Q: What’s your very first memory of Dr. Martens?
A: My dad buying my first pair when I was 12. Cherry red 1460s. I wore them to death!
Q: Best breaking in tip?
A: Double Doc socks and a prayer.