The Dr. Martens Tour was created with the aim of promoting the English brand and its new product, the SS 2019 sandal with a series of in-store events in exclusive locations off three main Italian cities, touching as in a proper tour Milan, Rome and finally Florence where an event was organised at the Manifattura Tabacchi on the occasion of Pitti Immagine Uomo 97, inaugurating the recently renovated location, which is now attended by most Florentines.

With performances by international artists, including DJs and producers David Vunk, Bradley Zero, Paula Tape, Tyler and Samuele Pagliai, the events were also enriched by the customization of shoes with tattoo artists, all framed by live streaming and 3D video mapping curated by Monogrid studio.