01

KALIANNA KEELS & REEVE NICHOLSON

CASE STUDY 1
FASM 400-02
 DR. MARTENS CSR 02

Company's Business & Mission

Table of Accountability and Progress

Competitive Research

Contents
Assessment
Recommendations
Sources
 03
Business & Mission
DR. MARTENS CSR

Founded in 1960, Dr. Martens is an English footwear and clothing brand that supplies a variety of shoes,
shoe care products, clothing, and accessories. As a premium footwear brand known for its distinct British
heritage, their iconic designs are symbols of subculture rebellion.

Brand Mission Social Compliance Statement

"Dr. Martens stands for doing more. We put our best
foot forward and lead the way for what is fair. We
support causes which drive forward positive change and
empower rebellious self-expression. Above all else, we
make a meaningful difference."
“For Dr. Martens, the workers in our supplier factories
are just as important to us as our own employees, we
believe that everyone in our supply chain should be
treated fairly and with dignity. A key part of our
strategy is to have long-term relationships with a small
number of key partners to create an environment of
trust and transparency."
 04
Business & Mission
DR. MARTENS CSR

Values Statement How do they address CSR?

Dr. Martens’s statements create clear expectations in
"At Dr. Martens we stand for doing the right thing, we
terms of their values and social responsibilities. They
always have and always will. This holds true across all of our
express their ongoing efforts to reduce their
own operations, as well as being the driving force behind
environmental footprint and create transparency with
the relationships we have with our key partners. To us it’s
suppliers, all while treating their workers fairly. They
much more than a box-ticking exercise, it’s about getting
also outline the benefits of their charity that helps
involved where we need to in order to really make a
support young creatives by giving them access to
difference, whether that’s a particular project with one of
music and cultural projects. Dr. Martens is a
our suppliers or our on-going work to minimize our
company that is very intent on driving positive change
environmental footprint."
and encouraging self-expression.
 05
Accountability & Progress
DR. MARTENS CSR

Fashion Transparency
Index Rating:

10%
Who is accountable? Kenny Wilson Max Griggs
Jon Mortimore Geert Peeters
The maker of Dr. Martens, R. Chief Executive Officer Chief Financial Officer Chief Operating Officer President & Co-Owner
Griggs Group Limited, is a
privately-held, family owned
manufacturer and distributor of
shoes that operates in the United
Kingdom.
 06
Accountability & Progress
DR. MARTENS CSR

"At Dr. Martens, we believe in integrity. We are fair, we do

things the right way, and we do not cut corners. These values
mean we do not accept modern slavery in any form. No one
should be forced to work against their will or have to pay for a
job, but today millions of people globally are victims of
modern slavery. As a business, we are committed to
respecting human rights and identifying, investigating,
engaging, and remediating any issues uncovered."

Kenny Wilson, 2019:

Chief Executive Officer

Updated their requirements for Partnered with ETI to

9 P r o g r e s s
2018/201
CSR audits extended to non-
footwear suppliers in Asia, as
well as European suppliers
including the UK.
Gift with Purchase suppliers to
incorporate ethical trading
standards, including their own
statement on modern slavery.
Recruited an Asia CSR officer
who is responsible for
assessing 2nd Tier suppliers
and supporting our 1st Tier
suppliers.
conduct modern slavery
training to key suppliers in
China.
Working with internal teams to
map their service, marketing
Migrant Worker Policy and materials and consumables
contractors, starting with those
implementation guidelines are
in the UK, followed by those in
developed and shared with all
finished good suppliers and key Asia and the Americas.
raw material suppliers.

Competitive Research
Timberland
Use leather from regenerated
ranches, responsible natural
rubber, or 100% recycled materials.
They release quarterly and yearly
CSR reports to the public on their
website.
Their cotton is all US origin and is
either organic, recycled, or
fairtrade.
UGG
They require all of their suppliers to use humane
animal treatment to prevent animal abuse and
animal cruelty.
Before purchases are made, UGG requires
tanneries verify the sheepskin’s country of origin,
in support of countries that regulate the
treatment of animals.
UGG has an entire book of their ethical
standpoints that consumers can download and
read.
07
DR. MARTENS CSR
L.L. Bean
They have tutorials on how to clean their
merchandise in order to extending its
fashion lifecycle.
They turn plastic bottles into recycled
polyester to reduce the amount in landfills
and oceans.
Each factory has an in-house monitoring
team to make sure that workers are
treated with utmost fairness and healthy
working conditions.

Assessment Pt. 1
Stated Practices
Dr. Martens states that they source leather from
Leather Working Group accredited tanneries.
Launched the Dr. Martens foundation in 2020 to
support projects which bring positivity and drive change
for the better.
Has expressed a strong commitment to bettering the
community.
Claims the workers in their supplier factories are just
as important to them as their own employees, they
believe that everyone in their supply chain should be
treated fairly and with dignity.
Actively exploring other ways to empower Black and
minority voices in support of justice and equal rights.
08
DR. MARTENS CSR
Actual Practices
They don't disclose the level of certification these
tanneries have.
There are no actual records of this foundation or
any further information available on it.
In the US we also donated over 200lbs of clothing
to Portland Rescue Mission and donated nearly 200
backpacks of school supplies to the Children
Cancer Association.
Numerous accounts from employees regarding
workplace bullying from higher-ups and not being
able to use accumulated sick leave.
Faced backlash in 2017 for an ad featuring red
laces, a white supremacist symbol that implies the
wearer has committed an act of violence.
 Assessment Pt. 2 09
DR. MARTENS CSR

On one hand, Dr. Martens focuses its code of conduct extensively on the prevention of modern slavery and hazardous
working conditions. Audits that took place in 2019 suggest they seem to be doing a good job in terms of workplace
safety and fair wages.

On the other hand, Dr. Martens could definitely improve in terms of their environmental impact and where they are
sourcing their leather, because there is nothing to support the claims they minimize textile waste. Its tanneries are
audited by the Leather Working Group, and there is no evidence it reduces its carbon and other greenhouse gas
emissions in its supply chain.

Achievements
Strong, globally recognizable brand image
Authenticity and heritage is carried throughout all
promotional strategies
Conducting COVID-19 health screenings for employees
Altering hours of operation to ensure proper cleaning
and sanitization of our stores
Option of high quality Vegan Leather
Shortcomings
Publishes zero or very limited information about its
supplier policies and audits
There is no evidence it ensures payment of a living
wage in its supply chain
Not currently accepting cash payments
They use very few eco-friendly materials, with most
products being made from resource-heavy leather
 Recommendations 10
DR. MARTENS CSR

Dr. Martens should implement the use of regenerated ranches in order

to further their dedication to the ethical treatment of animals. They
could also improve their transparency rating by making more
information on their stated practices readily available to consumers,
and clearing up where exactly they source their materials from.

Timberland, for example, offers a wealth of information on their best

practices on their website along with employing a team of ethical
experts to lead their projects. L.L. Bean includes videos and tutorials to
help their consumers extend their garments fashion life cycle. Their
competitors should inspire them to be more upfront overall in terms of
ethical standpoints and practices. On the Dr. Martens website, it would
be a smart move to consider uploading helpful videos, tutorials, links to
their ethics in effect, and downloadable data/pamphlets.
 11
Sources
DR. MARTENS CSR

https://wikirate.s3.amazonaws.com/files/3084042/13431254.pdf
https://www.drmartens.com/us/en/social-responsibility
https://footwearnews.com/2019/business/features/dr-martens-boots-ceo-kenny-wilson-interview-1202769238/
https://www.fashionrevolution.org/about/transparency/
https://pitchbook.com/profiles/company/54769-24#competitors
https://d2g7c2xxqyt3nq.cloudfront.net/SocialResponsibility/ModernSlaveryAct.pdf
https://www.llbean.com/llb/shop/518056/?page=community&nav=C4i518056-516912
https://www.timberland.com/responsibility/reports.html
https://www.referenceforbusiness.com/history2/48/R-Griggs-Group-Limited.html
https://directory.goodonyou.eco/brand/dr-martens
https://www.permira.com/news-views/news/dr-martens-excellent-performance-strong-global-growth-fy-results-for-
the-year-ended-31-march-2019/
https://www.glassdoor.ie/Reviews/Dr-Martens-AirWair-International-employee-discount-Reviews-
EI_IE907937.0,32_KH33,50.htm
https://www.oregonlive.com/portland/2017/11/dr_martens_portland_billboard.html