Timberland

Timberland has been making authentic boots, shoes, apparel and accessories since 1973. From humble beginnings in Newmarket New Hampshire it is now a global company with locations in over fifteen countries and a member of VF Corporation: a global leader in branded lifestyle apparel and footwear. 

VF Corporation is also one of the world’s largest apparel, footwear and accessories companies connecting people to the lifestyles, activities and experiences they cherish most through iconic outdoor, active and workwear brands including Vans®, The North Face®, Timberland® and Dickies®. It's overarching purpose is to power movements of sustainable and active lifestyles for the betterment of people and planet.

In 1952, shoemaker Nathan Swartz bought half-interest in Abington Shoe Company, acquired remaining shares a few years later, and brought his sons Sidney and Herman on board. The family- owned company handcrafted and sold footwear to discount outlets and stores that put house labels on them. In 1965, as a substitute to costly hand-stitched soles and uppers, the company purchased a injection-moulding machine that chemically moulds and attaches soles to uppers. During this time, the logo evolved as a tree, symbolic of footwear made for rugged terrain. 

In 1968 Nathan retired and left the reins with his sons. Two years later, the company moved to New Hampshire and handcrafted water resistant boots that were capable of withstanding extreme weather, of the region, and began marketing it under the name 'Timberland' in 1973. The full-grain nubuck leather boots with sealed seams, four-row stitching and injection-moulded soles bonded to the top of the boot ensured it was totally waterproof and the only evolution over time is an anti-fatigue footbed that provides shock absorption. 

The brothers then advertised in the New Yorker and consequently the boots were a hit with high-end retailers Bergdorf Goodman and Saks Fifth Avenue. In 1975, sales reportedly reached the million-dollar mark. Herman and Sidney renamed Abington Shoe Company as 'Timberland' in 1978. The following year Giuseppe Veronesi ordered three thousand pairs. Veronesi, President of Ritz Firma — subsidiary of FinRitz SpA — sold these boots in boutiques across Italy. 

It was a hit! In 1984, American apparel and footwear company VF Corporation was the first to approach Timberland for an acquisition priced at $60 million but was turned down. Soon Timberland began shipping to France, Germany, Hong Kong, Switzerland and Turkey and worldwide sales hit $68 million. 

In 1986, they got another buyout bid of $60 million. Herman was for the deal, Sidney against it. To reach an agreement, Sidney bought Herman's share of Timberland and became Chairman, President and CEO. His son joined the company as Head of International Sales.

Meanwhile Timberland's expansion growth continued. However, the factories were unprepared for an increase in the product line to five hundred and inventory control and customer service suffered. Despite sales reaching $85 million, profits fell by 14 per cent. In 1988 Timberland entered the clothing and accessories market with stylish apparel designed to perform under extreme conditions. Despite brisk sales, the profit margin continued to erode; the company had too many products, too little focus. 

Sidney and his son set out to regain control of their product line and stopped trying to capture disparate markets—the fashion elite and the outdoor crowd. They stepped up advertising to outdoorsy folk which its rugged footwear was originally designed for. Integrating its marketing strategies, Timberland re-emphasised its commitment to people interested in hiking, climbing, camping and adventure travel and shone the spotlight on environmental protection by backing Wilderness Society, City Year and Alaska's Iditarod Dogsled Race.

What began as a request from City Year for fifty pairs of boots turned into a $1 million investment by 1992, enabling the company to expand further. In 1992, print and media gambits carried the company logo and a social message, 'Give Racism The Boot'. The campaign fuelled company growth. To maintain its lead in footwear and apparel, Timberland equipped its factories with the latest technology.

In 1998 Jeffrey Swartz was named President and CEO of Timberland. The following year, Timberland introduced sub-brands: Mountain Athletics and Timberland PRO. Mountain Athletics was performance footwear while Timberland PRO was a line of work boots with waterproofing, insulation, steel toe, slip resistance and protection from electrical hazards.

Timberland's growth peaked in 2000 when sales reportedly rose to $1 billion. The company had evolved from a manufacturer of sturdy boots to a titan of rugged outdoor footwear that redesigned its iconic yellow boots in collaboration with brands Vetements, Louis Vuitton, Heron Preston and Off-White. In 2011, Jeffrey Swartz oversaw the sale of Timberland to VF Corporation for $2 billion. 

In 2019, Timberland hired British designer Christopher Raeburn as Global Creative Director. Craftsmanship, creativity and utility is central to his design aesthetic, a natural authentic synergy with Timberland. Per GQ, he said, "Timberland is a brand that I grew up with and has been long known for its responsible approach to design, so to have the opportunity to work with such an established and well-respected company is a great honour."

Timberland’s mission is to inspire and equip the world to step outside, work hard, and make it better. Rooted in a heritage of craftsmanship and innovation, the brand is committed to producing high-quality, durable footwear and apparel that empower individuals to embrace the outdoors, regardless of the conditions. Timberland strives to create products that not only withstand rugged environments but also reflect a deep respect for nature and the communities it serves. By leveraging sustainable materials and supporting initiatives that protect the planet, Timberland is dedicated to leaving a positive environmental footprint.

As a brand that values authenticity, Timberland is driven by a mission to create a more sustainable future through design and innovation. The team continues to expand our legacy by embracing new technologies and collaborating with like-minded partners who share their passion for creativity and social responsibility. Their goal is to inspire people to make a difference in their world, whether through their outdoor adventures or by joining them in their efforts to give back to society. At Timberland, the team believes that together, they can build a better world, one step at a time.

Timberland envisions creating the most durable, water-resistant boots built to endure the harshest terrains, embodying the spirit of adventure and resilience. The products are crafted not just to withstand the elements but to empower those who wear them to push beyond their limits. Whether navigating the urban jungle or traversing rugged landscapes, Timberland's innovative designs provide the confidence to explore without boundaries. The core team is driven by the belief that quality and performance should never be compromised, and every pair of boots produced is a testament to their unwavering commitment to craftsmanship and excellence.

Beyond producing superior footwear, Timberland is dedicated to powering movements that foster sustainable and active lifestyles. the brand believes that a healthy planet and thriving communities are essential for a brighter future. The mission extends beyond products; the team aim to inspire and engage consumers to join them in creating meaningful change. By supporting environmental and social initiatives globally, they work tirelessly to protect and restore the outdoors they so deeply cherish. Every step taken in Timberland boots is a step towards a more sustainable world.

At the core of Timberland’s vision is a vibrant, global community united by a shared passion for making a positive impact. It recognized that real progress happens when people come together to work towards common goals. Timberland is committed to equipping and inspiring individuals and communities to collaborate, overcome challenges, and drive positive change. The team believes that when communities are empowered to step outside, work hard, and care for one another and the environment, we can collectively move the world forward. This vision fuels their purpose and guides their every endeavour, as the brand continues to build something that stands for resilience, responsibility, and progress.

At Timberland, the company's mission is to equip people to improve their world by creating outstanding products and making a difference in the communities. the brand is recognised worldwide for retailing products with this mission in mind.

Timberland is renowned for its heritage of crafting durable and innovative boots, shoes, apparel, and accessories that embody a rugged, outdoorsy aesthetic. Since the launch of its iconic yellow boot in 1973, the brand has been synonymous with quality and functionality, offering products designed to withstand the elements and cater to diverse lifestyles. From waterproof leather boots perfect for hiking to casual footwear for everyday wear, Timberland combines performance with style. Each product is engineered with a commitment to excellence, using premium materials and state-of-the-art technology to ensure durability, comfort, and longevity.

In addition to its footwear, Timberland offers a wide range of apparel that includes jackets, shirts, and outdoor gear designed to keep you protected and comfortable in any environment. The brand’s clothing line combines technical performance with modern design, providing versatile pieces that transition seamlessly from urban settings to outdoor adventures. Timberland also offers accessories such as bags, belts, and hats, which complement its apparel and footwear collections, making it easy to create a complete look that reflects both practicality and style.

Timberland is committed not only to creating high-quality products but also to fostering a positive impact through its services and initiatives. The brand actively engages in environmental and community-focused projects, such as tree planting, sustainable sourcing, and support for local communities. Timberland’s commitment to sustainability extends to its products, with eco-friendly options like the Earthkeepers® line, which features recycled materials and responsibly sourced leathers. Through its dedication to innovation, craftsmanship, and social responsibility, Timberland continues to set the standard for outdoor lifestyle brands, inspiring consumers to live authentically and explore the world around them.