MANILA, Philippines - SUPREME: How personal is your relationship with the Doc Martens brand?
BORGY: My feelings of nostalgia are very strong with the brand. When I first moved back to Asia in the early Nineties, it was a big change for me and my family. I was so accustomed to being the only Asian kid in class and I remember the process of assimilating to a new school. Obviously, the school uniform was a big part of that process for me. My obsession with clothing and accessories began very early. After fitting my uniform, the school suggested Doc Martens for footwear and pointed us in the right direction. That was my first introduction to the brand. After that, they became my only non-sneaker.
How do you typically wear your DMs?
Travelling in chinos, denim, and a white shirt, but with shorts on a hot day.
Why do you think there’s all this renewed interest in DMs?
Brands succeed first because of the quality of the product and then for their story. Doc Martens has both. We believe in the brand and its current direction. They work with the best in the world and we are honored to be a part of it.
DMs were huge in the ’90s. Are you counting on a lot of customers raised on Nirvana and Beavis and Butthead?
Of course, nostalgia is going to bring us a crowd that share their adolescence in the ’90s, but the boots and shoes have their own design aesthetic that the youth of today have not seen and can easily relate to. The brand has also played such a strong role in music and fashion that people will have seen it on their favorite musicians and models.
How do you feel about the competition of DMs in the Philippines?
There is a good selection of footwear brands in the country. Our competition is the department stores and e-commerce. That is why we strive to bring a human experience. DMs has become part of people’s lives by living in their memories.
Do you feel any cultural connections with the brand and the Philippines?
I see the beautiful photos of the punk scene then and now. Kids will be kids anywhere in the world. Trouble will be their best friend till they know better.
What’s the biggest challenge you think you’ll face with bringing DMs to the Philippines?
Bringing something new to the image of the brand. People already perceive it in a certain way, but they have added a lot to their range. It has been good to see them reinvigorate their style.