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.