Join this session to meet the legendary Darren McKoy (known as DMac), global creative director of footwear brand, Dr Martens. He developed his craft at companies like Adidas and The North Face before stepping into the role, where he's added new layers to its heritage through his own design codes, redesigning 'culture-first' icons. Learn how he leverages innovation, collaboration and sustainability to keep the brand at the forefront of culture. He'll reveal how this remit goes beyond the boot into retail experience and brand positioning. Takeaway how to live out DMac's mantra: 'Make good stuff, evoke an emotional response, respect brand heritage'.