Timberland, the well-known footwear brand, is celebrating its 50th birthday with the launch of Future73, an exciting design initiative that brings together six talented “future-makers” to reimagine the iconic Timberland boot for the future. These designers include industry experts such as Samuel Ross of A Cold Wall, Christopher Raeburn, Edison Chen of Clot, Suzanne Oude Hengel of Knit In Motion, artist Nina Chanel Abney, and designer Humberto Leon. With their diverse perspectives, these designers have created unique versions of the renowned Premium 6-Inch Boot.
But it doesn’t stop there. In addition to the boots, the designers have also crafted complementary apparel pieces for their respective capsule collections. The collections will be released in phases from March to October and will be available at major fashion and streetwear retailers, Timberland flagship stores, and the brand’s webstore. Each release will have its own launch moment, accompanied by creative sessions where the future-makers will share their vision and inspire the next generation of trailblazers. To enhance the storytelling, Timberland will employ a digital and social media campaign, featuring stunning photography and video interviews that will connect with consumers worldwide.
The Future73 project has provided an opportunity for collaboration between the designers and Timberland’s design team. Together, they have incorporated new and unexpected knit technologies, exaggerated features like super-chunky rubber soles, and inspiring artwork on the boots. Perhaps the most notable outcome of this collaboration is the creation of the first-ever version of the boot designed for disassembly through Timberland’s Timberloop circularity platform. The prototypes and designs were developed in Timberland’s new in-house design innovation lab and maker space.
Apart from the Future73 project, Timberland is also launching the Hip Hop Royalty Boot, paying homage to the boot’s popularity in hip-hop culture during the 1990s. Additionally, the brand will partner with CNSTNT:DVLPMNT, a small Black-owned business founded by Timberland footwear designer Chris Dixon, to host youth design workshops. These workshops aim to nurture untapped talent and expand the creative community.
Furthermore, Timberland is offering consumers the exciting opportunity to customize and personalize their Timberland boots like never before. This option will be available both digitally and physically, with the first customization options being unveiled at the upcoming Timberland flagship store in New York City.
To mark its 50th anniversary, Timberland plans to release a 30-minute documentary film that showcases the pivotal innovations, fashion, and cultural moments surrounding the original Timberland Boot. Additionally, the brand will launch two special 50th Anniversary Boot collections. The grand finale of the celebration will be a series of events and film screenings in cities that have played a significant role in Timberland’s story.
Drieke Leenknegt, Chief Marketing Officer for Timberland, expresses excitement about the Future73 collaboration, highlighting how each designer has brought their own innovative ideas and design ethos to transform the Timberland boot and offer a glimpse into its future. This collaboration represents a merging of Timberland’s legacy and the designers’ visions, ultimately pushing the limits of boot culture.
Timberland’s 50th anniversary is an important milestone for the brand. Through initiatives like Future73, the brand demonstrates its commitment to innovation, creativity, and community engagement. As Timberland looks towards the next 50 years, it remains dedicated to pushing boundaries and redefining what it means to be an iconic footwear brand.
Useful links:
– Timberland Official Website
– Timberland Timberloop Circularity Platform
