NEW COLLECTION AND CAMPAIGN CELEBRATE GENERATIONS OF HERITAGE, TRADITION, AND COMMUNITY, CENTERED ON THE OKLAHOMA COWBOYS
JANUARY 25, 2024: Today Timberland proudly launches its celebration of Black pioneers from past to present with a limited-release collection reimagining two of its most iconic styles, the Premium 6-Inch Boot and the Euro Hiker.
Brought to life through a campaign with the legendary Oklahoma Cowboys — a family-run and community-rooted organization—the collection and campaign honor a culture that has always existed, with a rich connection to the outdoors.
Timberland footwear designers Shari-Lee Whyte and Andrew Townes were inspired by the stories of Black pioneers of the past and present, with generations of heritage, innovation, and exploration across the many landscapes of the outdoors. Reimagining two iconic silhouettes, the Premium 6-Inch Boot and Euro Hiker, as symbols of multidimensional community, designed for each other and with comfort and durability in any space.
For both footwear styles, “hairy” green suede was chosen as an accent, inspired by the deep greens and textures of nature, against a rich hue of premium, seam-sealed waterproof Timberland® leather.
“We took the concept of fresh traditions with the charm of old school Americana and elements of contemporary African American dress to create an outdoor-inspired lifestyle collection,” shared Shari-Lee Whyte, footwear designer for Timberland.
“We really wanted to showcase the outdoors and how it’s inclusive for everyone. This allowed us to bring awareness to Black Pioneers and outdoorsmen across the globe,” said Andrew Townes, footwear designer for Timberland.
The collection also includes new apparel pieces, including an Embroidered Tree Hoodie, Utility Mixed Media Jogger, Short Sleeve Embroidered Pocket Tee, Anti-UV Long Sleeve Shirt, Brookline Utility Cargo Shorts, and a Canvas & Leather Backpack.
Showcased through the vision and lens of Black creatives, the campaign is centered in Oklahoma and comes to life powerfully through generations of Oklahoma Cowboys, as an ode to the enduring and transformative power of community that transcends boundaries and carries legacies forward.
Through this campaign, Timberland will donate $50,000 to the Oklahoma Cowboys Foundation, whose mission is to raise awareness and celebrate the significant role of Black cowboys and cowgirls in Oklahoma's equestrian heritage.
The Timberland Black Pioneer Collection is available January 25 at timberland.com, Timberland® stores and select specialty retailers worldwide.
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.