Nine Inch Nails Announces Dr. Martens Collaboration for The Downward Spiral’s 30th Anniversary

Dr. Martens, a brand long synonymous with rebellious spirit, has previously collaborated with iconic bands such as Joy Division and New Order. Now, as Nine Inch Nails marks the 30th anniversary of their groundbreaking 1994 release, The Downward Spiral, the seminal industrial band has announced a new collaboration with Dr. Martens, unveiling a footwear collection inspired by the “visceral, ground-breaking album.”

The collection features the iconic 8-eye 1460 boot, reimagined with a black and white rendition of Russell Mills’ artwork “Wound” from the album cover. It also includes the 3-eye 1461 shoe in black, adorned with the “Crystal Teeth” image from the album’s inner art, and the extra-tall black 10-eye 1490 boot, echoing the band’s pre-show ritual of covering themselves in corn starch for a decayed, post-apocalyptic look. Prices for the collection start at $160.

John Crawford, Nine Inch Nails’ Creative Director, explained the collaboration: “When I think of the era of the album, I think of the physicality of the tours and Russell Mills’ visceral paintings that were used as the artwork for the album.” Reflecting on his first NIN show at the Fox Theatre in Atlanta in 1994, he added, “I very well may have been wearing Dr. Martens.”

Crawford collaborated closely with Trent Reznor, brainstorming and refining concepts with physical samples from Dr. Martens. “We started picking parts we liked, including textures, heights of the soles, precision in embossing, etc. Then it was a matter of applying elements that were representative of The Downward Spiral and, more broadly, the level of detail and consideration NIN is known for.”

The synergy between NIN and Dr. Martens is clear. “Not just because of the countless fans I’ve seen wearing Dr. Martens at NIN concerts over the years (myself included), but because NIN and Dr. Martens are both known for rejecting convention and expectation in favor of innovation.”

The Nine Inch Nails x Dr. Martens capsule will be released on July 19th at DrMartens.com and select retailers. Fans can visit the site and sign up to be first in line for notifications when the collection drops.

For most of the 30 years since The Downward Spiral debuted, Crawford experienced NIN as a fan, always anticipating the visual direction accompanying each release. He noted, “It was always clear that Trent cared deeply about an album or tour’s visual components and presentation and how those connected to the music.” Reflecting on the evolution of their visual style, he added, “I think…it’s more about the art being willing to take the same risks as the music NIN is creating.”

Earlier this year, Trent Reznor and Atticus Ross unveiled ambitious plans for Nine Inch Nails, including a new album, a festival, a clothing line, a record label, and more. Following the release of their score for “Challengers,” the track “Together” from Nine Inch Nails’ 2020 album “Ghosts V: Together” was showcased in the premiere episode of the latest season of “The Bear.”