Name: 嘻哈如何使Timberland成为十亿美元品牌（How Hip-Hop Made Timberland a Billion Dollar Brand）
Uploaded: 2021-05-27T05:52:36.000Z
Duration: 10 min 41 s
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Timberland believed, for some reason or another, that they

But the kids were buying Timberlands the same way they were

classic, yellow boot is cemented in the memories of hip-hop

While Timberland's profits increased dramatically at the

height of its popularity in the '90s, the brand seemed to

struggle with just how big of an impact the hip-hop

You know, it started to get really popular in the streets

of New York and all up and down the East Coast.

Listen, I would wear Timberland's with a bathing suit,

Here's how the Timberland boot became a hip-hop icon.

The Abington Shoe Company was founded in 1933, supplying

unbranded shoes to distributors across the U.S..

In 1973, the company decided to create a waterproof,

nubuck leather boot that could withstand the harsh New

England elements. They called it the Timberland boot.

It was for people who worked in factories or construction in

New England, and that was their self-image and that's who

they were selling to. The Timberland boot became so

popular, that in 1978, the Abington Shoe Company was

And for reasons unknown to the brand at the time, the

appeal of the Timberland boot reached far beyond hardhat

In 1980, the Timberland boot made its international debut in

Italy. When Italian tourists visit New York, they

buy shoes. Never mind the elegant, premium leather shoes

They want the rugged, outdoor American look.

The New York Times reported that teenagers were robbing

people for their Timberlands in Italy's fashion capital,

Milan. Italian flight attendants were reportedly buying up

to 50 pairs of Timberland boots on trips to the U.S.

The embrace of Timberland is a high-end, made in the United

States brand catapulted the yellow boot to a

By 1993, Timberland was the top selling boot in Italy.

Think about that. In the late '80s, Timberland opened a

U.S. flagship store on Madison Avenue in New York City, and

almost immediately the iconic yellow boot started popping

up in New York neighborhoods like Harlem, Brooklyn and the

Bronx. With its new status as a fashion must-have,

Americans on the cutting edge of style now coveted

They really came from the initial people in the neighborhood

who probably, unfortunately, were probably hustlers in some

sense. They had enough money to go uptown or downtown and

The legend goes that hustlers liked the boot because they

were incredibly well-made and able to withstand long nights

I had stories from people who grew up in, let's say, the

'80s in Harlem and would talk about how, "Yeah, the thing

to do was to go to Midtown (because there were no

Timberland stores in Harlem)," and go to these stores that

were just not designed for that consumer at all.

They were interested in the quality and the sort of

signifier value in the context that they were in.

And it sort of transferred from there into a broader style

In the early '90s, New York hip-hop artists adopted the

I think when kids wanted to associate with specific brands,

they had to first see it on somebody that they valued.

In '94, Queens-born rapper Nas dropped a line in one of his

top singles "The World Is Yours," where he pays homage

saying, "Suede Timbs on my feet makes my cipher complete."

In '95, rap duo Mobb Deep released their most iconic album,

'The Infamous,' with a cover image of Havok wearing Timbs.

And in'96, Biggie Smalls frequently celebrated

Timbs in his style and music, dropping the famous line,

"Timbs for my hooligans in Brooklyn." Other iconic rappers

like Wu-Tang Clan and DMX were also seen rocking the

But Busta Rhymes took it to another level.

He would customize his Timbs for major red carpet events.

Between 1991 and 2000, Timberland's sales skyrocketed.

Gross profits grew from roughly $80 million to over $500

million. That same year, the company reported record

But Timberland's growth was not without controversy.

Hip-hop was still a new concept in the early '90s, and

some brands like Timberland didn't seem to comprehend the

Timberland was focusing on servicing a market with the

highest quality boot in the world, but if you're selling

the highest quality boot in the world, then how often do

you need to buy a new boot if you're a construction worker?

But the kids now are buying Timberland, and I'm buying two

or maybe one new pair a month because of the fashion sense,

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嘻哈如何使Timberland成为十亿美元品牌（How Hip-Hop Made Timberland a Billion Dollar Brand）

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