Exploring 50 Years with Timberland's 'Yellow Boots'
When you think of 'Timberland', the '6-Inch Premium Waterproof Boots', commonly known as the 'Yellow Boots', which were launched in 1973 and are celebrating their 50th anniversary this year, come to mind. They are undoubtedly the representative items of the brand.
Bunta Oki, a Timberland Marketing Executive at VF (Japan) Limited, introduced us to three staple items, integral in understanding Timberland, while intertwining the brand's roots in the conversation.
"Timberland was established in New Hampshire, USA, in 1973. The founder, Nathan Swartz, acquired a company called 'Abington Shoe Company' in the 1950s and ran a shoe store from there. Concurrently, when the 'Yellow Boots' were launched, the Timberland brand also began.
"The 'Yellow Boots' were released as completely waterproof boots. In the 1970s, fully waterproof boots were undoubtedly an innovative item for the first time in the world. Later, in 1978, the company's name was also changed to Timberland."
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