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2024.09.12
CULTURE

Hidden Masterpiece! Timberland's "3-Eye Classic Lug" Shines Again in the Reiwa Street Scene

#Timberland
#3eye
#boots
#street
#yellow boots
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Those who see this shoe and think, "Nostalgic!" might be people who experienced the Shibu-Kaji (Shibuya Casual) boom of the '80s and '90s. Yes, it's the "Timberland" "3-Eye Classic Handsewn Lug (hereafter, 3-Eye Classic Lug)."
This classic shoe, with its moccasin stitching and lug sole, has a strong presence and is known as a “hidden masterpiece” following the “Yellow Boots."
This once-legendary shoe has seen a resurgence in popularity over the past few years. Moreover, it is being sold to a younger generation in their 20s and 30s, who are unfamiliar with Shibu-Kaji.
Why is the "3-Eye Classic Lug" captivating the hearts of fashion freaks again? I asked Timberland's Bunta Oki for the reasons.
PROFILE
Bunta Oki
Bunta Oki

VF Japan Timberland Marketing Executive / Energy Marketing

A die-hard Timberland fan who has loved Yellow Boots since his first year of high school. He is considered a key figure in the revival of the "3-Eye Classic Lug"'s popularity

The Yellow Boots that Elevated the Brand's Recognition

First, let's review the brand's history.
"Timberland was founded in 1952 in Stratham, New Hampshire, USA. The brand was established by Nathan Schwartz, a Jewish Russian born into a family of shoemakers. Having built his career as a boot craftsman in Boston, he began operating a shoemaking company with his two sons in the early 1950s."
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