Tough as old boots: New Dr Martens last a lifetime

Global – Adding an extra element to the notion of timeless style, classic footwear brand Dr Martens has begun offering a lifetime guarantee on its shoes. The ‘For Life’ collection has been specifically designed to be durable: Hardlife leather, stitches instead of glue, and extra-thick soles ensure toughness. The brand offers repairs or replacements for damage caused by normal wear and tear.

Lifetime warranties come as standard at many high-end cobblers, but Dr Martens’s move illustrates that mainstream brands are now following suit as the continuing recession sees The New Sobriety enter the midmarket. Here, credit-crunched consumers are turning their back on cheap, disposable goods and seeking out timeless, high-quality products.