VANCOUVER (NEWS 1130) — It was once the preferred footwear of punks, grunge-rockers, and other misfits. Now, the iconic brand of shoes valued by rebellious youth for decades will make its debut on the London Stock Exchange Wednesday.
Shares in the iconic brand of air-cushioned boots are about to be valued by investors.
Legendary shoe designer and retailer John Fluevog has a long history with the footwear. The Vancouver-based shoe mogul was the first in North America to import the boots nearly 50 years ago.
“Our tiny little company was the first to import them — that was back in probably 1973, I’m thinking. You know, they were an alternative kind of footwear at that point, it was like punks in the UK were wearing them, and basically they’ve always been a work boot,” he explains.
Fluevog says it actually makes a lot of sense for the company to hit the stock market.
“Now I think that as they go mainstream in an IPO, people of that generation are now investors — and they’re going ‘Oh! Doc Martens!’ It’s a name they know. I get it — it kind of works.”
Style aside, Fluevog figures investors who grew up wearing Docs will happily invest in a brand they recognize and trust.
“They still remain what they were to being with. I can criticize them easily — there’s other things about them I don’t like — but they remain a decent piece of footwear.”
Eleven-million pairs of Docs are sold every year, in more than 60 countries.