Over the space of four years, DIY worked directly with the UK marketing team at Dr. Martens to host their annual #STANDFORSOMETHING Tour. 

A celebration of of identity, belief, and the ways in which we all express ourselves, the #STANDFORSOMETHING Tour saw Dr. Martens directly ask the question on everyone’s lips: what do you stand for?

A physical extension of their in-store marketing and advertising campaigns, the annual UK tour saw DIY and Dr. Martens visit key cities around the country for a series of live shows, with performances from artists who strive to make their every action count. As well as a live show in a local independent venue, the tour played host to a series of in-store activations including signings and acoustic sets, to further highlight the connection between the campaign and the brand’s identity as one of the UK’s most expressive and subversive fashion brands.

Across the four years of our work on the #STANDFORSOMETHING Tour, DIY Music spearheaded the entire booking process – including negotiating artist contracts and providing on-the-ground support on the day – while DIY utilised its highly-engaged media channels to not only market the shows, but to amplify the campaign as a whole.

Highlights from across the tour included performances from You Me At Six, Paigey Cakey, Funeral For A Friend, Los Campesinos!, Palma Violets, Tonight Alive and many more.