Imagine, if you will, a pair of shoes. Or some boots. 

And imagine that these shoes or boots are really great shoes or boots.

And imagine that you wear these really great shoes or boots for many, many years, and the great shoes or boots start to get a bit tatty, and you feel sad because you might have to the get a new pair of shoes or boots that won’t be the same, but then you pull yourself together and realise that there’s no need to cry, because it’s just a pair of shoes or boots, albeit a really great pair of shoes or boots.

And imagine that just as you are about to get a new pair of shoes or boots you remember that your really great shoes or boots are Dr Martens FOR LIFE shoes or boots, and they are indeed guaranteed for life. Yes, that’s right. FOR LIFE.

Sounds too good to be true? Then take a look at the new site we’ve just completed for Dr Martens.

The technical details are this: “The FOR LIFE guarantee covers the failure of any component which has been subjected to normal wear and tear (such as upper leather, stitched seams, eyelets, soles, welt, linings and reinforcements) and not unreasonably abused.”

So that’s shoes sorted for life then. Or boots. Admittedly ‘life’ varies from one person to the next. You could step out of your shoe shop in your beautiful new DMs and get hit by a bus, car or lorry. But equally you could be still kicking in your DMs when you’re old, wrinkly, and tearing up the old people’s home. That’s the way we like to think of it.