Dr. Martens launches its latest innovative Genix Nappa collection made from reclaimed leather from Gen Phoenix, the world's first sustainable recycled leather company at scale. The collection aims to tackle waste by rescuing leather offcuts that would otherwise be destined for landfill and uses them to create a soft yet durable new material.

To create the Genix Nappa material, Dr. Martens worked with Gen Phoenix to leverage the company's groundbreaking technology, which breaks waste leather down to the fibre level and then uses the power of recycled water to rebuild it into a premium and durable recycled material.

"We are excited to join forces with Dr. Martens on the first sustainable re-make of its most iconic boot styles. This partnership is proof that heritage brands can implement circular models that benefit the planet without changing the integrity of the product, bringing high-quality shoes responsibly to market for everyone to enjoy."
– John Kennedy, Chief Executive Officer of Gen Phoenix

Durability is a hallmark of all Dr. Martens' products, which have been Made Strong since 1960, and Gen Phoenix's 15-year legacy of producing durable, high-performing recycled material innovations for the aviation, rail and bus industries has positioned the company to now have an impact in fashion and footwear. This shared commitment to creating durable, long-lasting, sustainability-made products is one of the many reasons Dr. Martens selected Gen Phoenix as a strategic material partner to bring its vision to life.

Reclaimed leather. Remade to last.

Genix Nappa is redefining strength by giving wearers a more sustainable alternative to traditional leather. The new material has a lower carbon impact than traditional leather and is specially engineered to make sure it's just as durable, comfortable, and long-lasting as the original brand icons we know and love.

The leather offcuts are taken from tanneries and put through Gen Phoenix's proprietary process to separate the leather fibres before re-entangling them, producing a roll of re-engineered, reclaimed leather which is then used to manufacture the footwear. The Genix Nappa material contains over 50% waste leather.

Top to bottom, the Gen Phoenix's process is environmentally responsible – it's powered by 100% renewable electricity and the brand recycles 95% of water in production – and enables circular material production with the scale necessary to make a true impact. For both brands, sustainability through longevity is a key focus and Gen Phoenix is thrilled to support Dr. Martens as it takes the next step in its journey to create durable, lower-impact footwear that will help support a more sustainable future.

The new collection will feature remakes of Dr. Martens' best-selling original footwear.

Genix Nappa will launch on the 26th March 2024 and will be available to purchase from: www.drmartens.com/genix-nappa

FASHIONADO