“THIS IS NOT A BOOT: THE STORY OF AN ICON” REVEALS RICH ARCHIVAL FOOTAGE AND INTERVIEWS WITH CULTURAL ICONS WHO HELPED MAKE THE ORIGINAL TIMBERLAND® BOOT FAMOUS THE WORLD OVER
STRATHAM, NEW HAMPSHIRE
For five decades, The Original Timberland® Boot has proven to be a timeless staple of style and culture; built to embrace and empower communities fromconstruction to creativity, from hip-hop to homebuilding, from fashion to fine art. In celebration of its 50thanniversary, Timberland tells the story of The Original Timberland® Boot through the lens and voices ofthe diverse communities and generations that have made it a global icon.
Directed by New Zealand filmmaker Tom Gould, This is Not a Boot: The Story of an Icon recounts stories of the boot’s humble beginnings as a waterproof leather work boot – unheard of in 1973 – to its bold adoption across the hip-hop scene in New York City and global movements spanning Milan, London and Tokyo. Woven throughout are the collaborations, evolutions, innovations, and responsible design ethos that are shaping the Timberland of today and tomorrow.
The short film features interviews from cultural icons such as Jeff Staple, Angie Martinez, RonnieFieg, ASAP Ferg, Rakim, Fat Joe, Goldie, Takayuki Ohashi, Veneda Carter, Bircide, J-Ax andmany others, in what could be called a love letter to the boot’s rich history and impact. It also features rare archival footage of founder Nathan Swartz’s son and grandson talking about the original Yellow Boot and the brand and community it inspired.
“We’ve always known the Yellow Boot was special,” said Susie Mulder, Global Brand President for Timberland. “But this film reminds me, and now the world, of its bold and remarkable 50-year journey—from its breakthrough innovation to the deep cultural connections that made it the icon it is today. This is clearly more than a boot, and Tom Gould has captured that beautifully in this film, through the voices of the communities who made it their own. I’m excited to see how this beloved boot will continue to evolve over the next 50 years.”
Humble, Rugged Beginnings
Before it became an icon, before it became a brand, The Original Timberland®Boot was merely a response to the harsh New England climate. Innovation,craftsmanship and hard work set the stage for a journey the brand never could have expected. With focus on the early days of the ‘70s, from the Swartz familycreating truly waterproof boots for workers using injection molding technology, to the first instances of resellersin NYC, the film starts with the origin story of the Yellow Boot.
The Global Adoption
Far beyond its original purpose as a waterproof work boot, in the 1980s TheOriginal Timberland® Boot took on a life of its own. Theglobal expansion and impact of theyellow boot acrossthe fashion, music, and pop culture scenes made it an icon; specifically withits explosive adoption in the New York hip hop scene, the ItalianPaninaromovement, the UK rave scene and Japanese streetwear.
Energy, Expansion, Longevity and Beyond
The legacy of the iconic Timberland® boot continues. With its reach across Japan & China, and energy-drivencollaborations and innovations, the final chapter of the documentary proclaims theTimberland story to be far from over. Including highlights of the brand’s commitmentto sustainability, hopes for the future, and a creative and inspiring sign off from some brand fans.
“I’ve been obsessed with Timberlandfroma young age, so being asked to direct this film celebrating 50 years of the brand was truly surreal,” saidTomGould, director.“For me, the most rewarding part was being able to connect with all these amazing cultural icons, each with a very personal and emotional connection to the boot. Weaving their unique stories into a cohesive narrative that shows the yellow boot’s journeyfromits earliest days to present, was a rewarding challenge. In the end, the title could not be more apt: this is far more than a boot.”
This is Not a Boot: The Story of an Icon debuts in October with screenings in New York, London, Milan, and Shanghai, followed by a widespread global digital launch.
CREDITS
The film was directed by New Zealand filmmaker Tom Gould, with Elisabeth Stone and Klaudia Podsiadlo as executive producers, and Francesco Raffo as producer. Full list of credits available upon request.
About Timberland
Timberland is a global outdoor and work inspired brand that’s on a mission to inspire and equip consumers to step outside, work hard together and move the world forward. Based in Stratham, New Hampshire, Timberland also has international headquarters in Stabio, Switzerland and Shanghai, China. Best known for The Original Timberland® Boot–the iconic yellow work boot introduced in 1973 to take on the harsh elements of New England–Timberland today offers a full range of footwear, apparel, and accessories. The brand is widely recognized as the arbiter of boot culture.
At the heart of the Timberland® brand is a vision for a greener and more equitable future. This comes to life through a decades-long commitment to make products responsibly, protect the outdoors, and strengthen communities around the world.
Built for Adventure. Built for Impact. Built for the Bold.
To share in Timberland’s mission, visit a Timberland® store, timberland.com or follow @timberland or @timberlandpro. Timberland is a VF Corporation brand.