There is so much more to Timberland than those 6” Constructs. Though New York City can rightfully take credit for making Timberland as relevant as it is in pop culture, there is way more to the brand than its association with the Big Apple. Timberland’s history stretches back decades, traversing the great outdoors, music, and high fashion, proving that the brand deserves its icon status in the footwear world.
The Swartz Family holding one of their boot products in the 1950s (source: Heddels)
History
Before there was Timberland, there was Abington Shoe Company, a small footwear manufacturer in New Hampshire. Started in 1933, Abington originally crafted unbranded boots and shoes for blue-collar workers across America, supplying these working groups with durable footwear to protect them in dangerous worksites and conditions. In the process of creating reliable products, the Abington Shoe Company created a new waterproof nubuck material that could withstand harsh terrain and hazardous conditions. The boot was eventually given the name Timberland and became so popular that by 1973, it accounted for “80% [of] products Abington Shoe Company sold”, as stated by CNBC. The Timberland boot took ASC by storm and by the late 1970s, the brand renamed itself Timberland to embrace its newfound fame.
Italians wearing Timberland boots in the 1980s (source: Startup Sapience)
Italians wearing Timberland boots in the 1980s (source: Sneaker Freaker)
At the time, the Schwartz Family, which had owned ASC since 1952, wanted to enhance their brand identity by embracing both workwear and casual wear clientele. Timberland, the brand, would soon take out ads in The New Yorker magazine and began selling their shoes in Saks Fifth Avenue in the 1980s. The shoes quickly amassed an international following that reached as far as Italy. Italy, home to luxury houses like Louis Vuitton and Gucci, is known as the arbiter of luxury goods and leathers. So having an outdoor brand like Timberland get such admiration from the land of luxury like Italy helped usher the brand into a high-end association and become appealing to a streetwear audience.
The Notorious B.I.G. wearing Timberland 6" Wheat boots (source: Mister Urbane)
Hip-Hop and the 6″ Boot
Hip-hop has been one of the main sources for streetwear trends and inspiration. When it comes to the footwear space, silhouettes that we would deem as classics today, like the New Balance 990, Nike Air Force 1, and adidas Superstars, all gained popularity once donned by artists within hip-hop. The Timberland 6” boot is no exception. East Coast rappers, in particular, gave flair to the outdoor shoe, as the rugged style of the boot and its sturdy construction correlated seamlessly with rappers’ gritty style of music. Rappers like Busta Rhymes, The Notorious B.I.G., and Nas, all influential rappers within the 1990s, were some of the many artists at that time making the 6” Wheat boot popular. So much so, rappers’ influence contributed to Timberlands’ sales, “between 1991 and 2000, increas[ing] from $80 million to over $500 million,” says CNBC.
Timberland’s Evolution
Timberland faced some backlash in the late 1990s for comments made by then CEO Jeffery Swartz about black consumers not being sustainable customers (although it can be argued that black culture and hip-hop, in general, have helped grow the brand to the public). This led to some Black consumers boycotting the brand in hopes of sending a message to the boot maker. Although the boycotts were short lived, it did force a hand on Timberland to work on more community-based initiatives and fully embrace its streetwear appeal.
Timberland x Off-White
Timberland x Bee Line
Timberland x Supreme
Timberland x Stüssy
Timberland has found ways to remain relevant within fashion and streetwear with the help of its collaborative partners throughout the years. Brands like Supreme and Off-White have all put their spin on the classic 6” Construction Boot. These projects continue to fuel Timberland’s relevancy and help it remain one of the most popular boot manufacturers around the world. They’ve also found ways to expand their catalog over the years, as silhouettes like the 40 Below Superboot, 3-Eyed Lug, Field Boot, and World Hiker, each find their spot within popular culture.
Hip-hop continues to be a source of popularity for Timberland, as rappers like A$AP Rocky, Jay-Z, and Drake, are still seen rocking the same boots made popular by earlier rap superstars. But these boots continue to remain a staple with the masses, not only because of their hip-hop association but also because they are extremely durable products. Timberland recently shot an ad showing the plethora of demographics can utilize there brand, showing both its utilitarian and fashionable use cases. Timberland has been a brand for the masses, connecting various groups and cultures through their products through for many years. Very few brands can say that they’ve been the go-to brand for both factory workers, hip-hop stars, and luxury fashion for almost a century, and Timberland will hopefully remain worthy of such support for more years to come.
