From A to Z.
From workwear staple to one of fashion and culture’s most recognisable icons, Timberland has spent more than five decades moving far beyond its original purpose. The Original Yellow Boot may have started out as a piece of functional outdoor footwear, but over the years it has been adopted by musicians, skaters, designers and communities around the world, becoming as much a cultural symbol as a practical one. Now, Timberland is looking back at that evolution with The A to Z of Timberland, a global campaign that turns the brand’s history into a visual dictionary, bringing together archival imagery, new content and the people who have shaped its identity. RZA, The Notorious B.I.G., Ozzy Osbourne, Tyshawn Jones, Sha’Carri Richardson, Yaeji and Garance Vallée all feature, spanning generations and creative disciplines.
The idea is simple: every letter opens up another part of the Timberland story. B is for Boroughs, C for Community, H for Heritage, I for Iconic, L for Legacy and U for Unapologetic, with the Original Yellow Boot earning its own cultural nickname, “Butters”. The campaign also taps into the way Timberland has been interpreted by the people wearing it, including consumer-created memes and references such as “Beef & Broccoli”, the New York street name for the brown-and-green colour combination inspired by the city’s Chinese-American takeout culture. Rather than presenting a polished version of its history, The A to Z of Timberland treats the brand almost like a living archive, one built collectively by music, fashion, sport and the communities that have made the boot their own.
Take a look below into the campaign.
PHOTO CREDIT: Timberland
