Timberland pays tribute to Hip-Hop in celebration of its 50th anniversary with a shoe that has become streetwear in New York City. With this, the famous brand aims to avoid the «not a boot» stereotype becoming a corporate cliché.
The famous blue boots
To commemorate the birth of the original yellow boots, Timberland pays tribute to Hip-Hop by celebrating its 50 years with blue boots. With this smart move, the famous brand honors the community that introduced it to the mainstream and recognizes how the shoe has appeared in a variety of cultural contexts.
Photo: Okayplayer
It all started with Future73’s decision to collaborate with Mowalola last month, where Timberland now presents a special edition of the 6-inch Hip Hop Royalty boot, along with a matching hat.
This is done with the aim of commemorating the 50th anniversary of the original yellow boot and the birth of hip-hop culture.
Specifically, the campaign challenges the trend of people and brands with large platforms stealing fashion and pop culture from the black community, a trend that is only amplified by social media, where creators elevate their dances and routines.
Timberland’s upcoming documentary series, titled «This is Not a Boot» will showcase all the modifications of the original product, giving recognition to how this boot project started.
Photo: Adweek
The boots themselves retain the original silhouette but are dyed a deep blue that draws several similarities: the first, due to the association of this color with royalty; and the second, due to the mythical graffiti mural located in the Bronx dedicated to Hip Hop founder DJ Kool Herc.
Another important feature is that the Timberland tree logo is reinterpreted as if it were graffiti on the sides and on the thick, serrated soles.
Timberland Pays Tribute to Hip-Hop catalyzing Personalization
Catalyzing customization, Oved Valadez, co-founder and creative director of the creative industry agency, fused with Timberland to create their new label Built for the Bold.
This time the campaign highlights a creative and simple concept to drive decades of conversation between consumers and intercultural interpretations of the same product.
Timberland Honors Hip-Hop Trailblazers Who Made Blue Collar Boots Cool https://t.co/80OWoKojgq [via @emmyliederman / @adweek]
— AdQuick (@AdQuick) March 16, 2023
On the other hand, «While Biggie, Nas, and DMX lead the way you wear Timberlands in New York; Japanese fashion uses perfectly symmetrical boots,» Valadez added, referring to the adaptation of blue-collar and the Milanese fashion movement.
At the same time, since 1980, Paninari has made the boot gain a lot of ground in Italy. Coming to the conclusion that «You had all these movements happening at the same time, and they all had a halo effect.»
It’s no secret that Timberland served as a blank canvas for the style debate. So this month, the brand will encourage social media users to promote their lacing techniques, custom additions, and lettering using the hashtag #MyTimbs.
