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Dr Martens goes bespoke in London

British footwear brand Dr Martens has launched a bespoke service at its Carnaby Street store.

Customers can customise their choice of 1460 boot or 1461 shoe, picking from a wide selection of leathers and details before they are hand-crafted in the brand’s Northampton factory to customers’ exact specifications.

The process includes a complimentary ‘fitting pair’, in order to refine the exact fit, from which the final pair is produced. Prices start from £225.

This appointment-only service is another example of the trend for brands and retailers to offer personalised products to maintain a point of difference.

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