If a product is referred to by anything but its name, yet you still know exactly what it is, then something was done more than right. In Timberland’s vast and rich design cosmos, there is more than just one example of that. “Butters”, for instance. Referring to the iconic yellow boot, this nickname wasn’t some clever ideation of the brand’s marketing team. Local communities on the US-American East Coast gave it that name in the 1990s. Representing smooth move, soft leather, a golden tan shade and more than anything indicative of what Timberland is about: raw authenticity.

“The A to Z of Timberland”, the global campaign’s name, is a 360-degree exploration of the brand’s heritage rooted in its close relationship with people, subcultures and movements. A retrospective look into the archives of the work boot highlights influential figures who’ve worn and loved the brand and its designs. The very best example will forever be the Wu-Tang Clan, that turned the yellow boot into a 90s hip-hop-staple. So, who better to lend his voice to the campaign’s film than the group’s leader RZA? But it’s not just music. Multidisciplinary artist Yaeji, professional skater Tyshawn Jones, and Olympic medalist Sha’Carri Richardson all star in the campaign, personifying values that the brand itself stands for such as ambition, drive and individuality. 

Yellow Boot, the Euro Hiker, the Field Boot – time-defying go-tos, practically all over the world. Their appeal is universal, and while some may wonder why, the answer is pretty simple. Shoes carry us, literally. They become everyday companions, which is exactly why so much of Timberland’s own history is so deeply rooted in the people – in- and outside of the spotlight. The brown colorway “Beef and Broccoli”, for example, got its nickname from the streets of Brooklyn in the 1990s, named after the famous Chinese-American take-out dish. Whether it be on stage or on the street, the shoes become part of the wearer’s story. One that no elevator pitch could ever produce.

Iconic, unapologetic, original – Timberland is all of that, and more. 23 more words starting with 23 more letters, to be exact. For over 50 years, the brand out of Boston has been relevant, because it focuses on what matters the most: reliability. When you get yourself Timberland’s, they’ll be with you. Wherever you go, whatever you do. As easy as ABC.

Timberland’s icons are available on timberland.com and in selected stores.