The Story Behind the Timberland Brand: An American Outdoor and Footwear Company
Timberland, the iconic American outdoor and footwear company, has a unique origin story dating back to 1918. Since its establishment, the brand has undergone several name changes, grown from a small New England factory to a global corporation, and become one of the most successful outdoor and clothing labels in the world. Rich in history and innovation, here is the story behind the Timberland brand.
Early Beginnings: 1872 to 1918
Timberland began as a small boot manufacturing plant in Abington, Massachusetts, established in 1872. The Nathan/Swartz family uses the name “the Abington Shoe Manufacturing Company” to designate the business. Family members who ran the business at the time included Nathan Swartz and his son, Nathan Swartz Jr.
At this time, the company was still a long way away from becoming the industry-changing behemoth it is today. In 1920, Nathan Swartz Jr. and his son, Sidney, set out to shape the company’s future direction. They opened a second factory near Clark’s Pond in New Hampshire, using both factories to drive the development of new and better materials, processes, and technologies designed to increase the strength and comfort of their boots.
The Establishment of “Timberland”: 1918 – 1960
In 1928, the Abington and Clark’s Pond factories merged to become the “Timberland Boot & Shoe Company.” This became the company’s official name, according to records from the Abington Town Library, a result of its focus on developing durable work boots for outdoor laborers. Upon the company’s establishment, Nathan Swartz Jr. took the role of president of Timberland, while Sidney took the role of treasurer.
During this time, Timberland produces some of its most iconic styles, including the signature yellow and brown waterproof leather boots. While the early yellow and brown boots featured a smooth leather finish, the models from the 1950s featured some of the earliest timberland patterning. This was the first major step towards the creation of the unique Timberland style that the brand is now famously known for.
The Emergence of Timberland as a Market Leader: 1960 to the Present Day
Throughout the 1960s and ’70s, Timberland transitioned from producing boots for outdoor laborers to creating footwear for consumers. At this time, Timberland refines its patterning, introducing the crepe sole to its leather boots and cementing the design of its yellow and brown waterproof boots. The boots rapidly gain traction among consumers, and the brand undertakes a leadership role in molding what would become the Casual Outdoor Products Market.
In the 1980s and 90s, Timberland rapidly expands, entering markets outside of North America, launching the now-iconic Timberland “trees” logo, and releasing its well-known white boot. A major factor contributing to the success of the brand is its ability to follow major trends in the industry while staying true to its core values of durability, comfort, and customization. This leads to the launch of the Custom Made Boots line in 2007, when the company reached its peak in terms of revenue, with over $1.4 billion in annual sales.
Today, Timberland remains a leader in the outdoor market, producing the same iconically waterproof leather boots it’s renowned for and continuing to expand its range of collections.
Timberland’s Social Responsibility
Throughout its century-long history, Timberland has remained committed to its mission of “doing well and doing good”. This has manifested in the form of charitable giving, as well as its investment in environmental and social projects.
Philanthropy Initiatives
Timberland has long been a supporter of community initiatives across the world. The company donates products, time, and money to numerous causes, including nature conservation and education programs.
Examples of some of Timberland’s charitable initiatives include:
• Making grants to the National Forest Foundation, Environmental Defense Fund, the China Biodiversity Conservation and Green Development Foundation, and other environmental nonprofits;
• Providing footwear, apparel and bags to help those in need;
• Supporting initiatives that empower communities, such as its support of the non-profit organization Girls Inc.
Green Initiatives
In the early 2000s, Timberland changed its ambitions and began to focus on creating a more sustainable future. This led to the introduction of a number of green initiatives, such as its commitment to reduce the total amount of greenhouse gas emissions associated with its products by 30 percent by 2020. This goal was achieved in 2016, and the company has since committed to reducing emissions by a further 15 percent by 2022.
In addition, Timberland places a strong focus on using eco-friendly materials in its designs, such as organic cotton and recycled PET, as well as minimizing the amount of packaging materials used in production. The company also partners with charitable organizations to help clean up oceans and communities, and to help restore forests in areas affected by deforestation.
It’s abundantly clear that, throughout a hundred years of history and remarkable success, Timberland’s commitment to its values and its commitment to making a positive impact on the environment has been unwavering.
Today, Timberland continues to be a leader in the outdoor market, providing high-quality, stylish products for outdoor adventurers, nature enthusiasts, and lifestyle lovers. With unparalleled customer service, items that are built to last, and a commitment to eco-friendly production methods, it’s no wonder that the brand’s status as an icon is as strong as ever.