It’s not everyday that a 13-foot boot replica appears out of thin air.
Celebrating the arrival of our documentary with Timberland revealing the origins of its most iconic silhouette, the heritage boot brand pulled out all the stops for a special New York City screening at the iconic Metrograph Theater in the Lower East Side.
Kicking off the boot's 50th anniversary in Timberland’s stomping grounds was a full-circle moment that brought industry legends together to share a first glimpse of the film before its premiere on October 18.
From customized candy in the shape of Timberland boots to signature Timberland 50th anniversary-themed drinks, no detail was spared in commemorating the Big Yellow Boot that ignited a global style revolution. Familiar faces from the film, like legendary stylist Misa Hylton, stepped out for the premiere while rappers, friends of the brand, and fellow New Yorkers Dave East, Maino, and Cormega reminisced before the film's debut.
After the screening, a panel moderated by Highsnobiety’s editor-in-chief, Willa Bennett, led a discussion on the future of the 6-Inch Timbs. Tapping Hylton, Director Tom Gould, Rakim, and Timberland’s Global Marketing Director Geraldo Rodriguez, they shared how a humble boot could do so much for the culture.
“We wore them for practical reasons because New York City winters are very cold,” Rodriguez tells Highsnobiety. But the native New Yorker also took cues from his role models growing up. “The people we looked up to, primarily hip-hop artists and the guys who we aspired to be like, were wearing them,” he continued. “I also looked up to my older brothers, who put me on to some style trends.”
For folks like Rodriguez and the documentary's subjects, it's a story that demands to be told by those who lived it, shedding light on its profound impact on culture along the way. "This Is Not a Boot" accomplishes just that.
Check out what went down at the premiere, then read on for our full conversation with Rodriguez and discover what this means for the brand’s future.
HS: What’s your role at Timberland?
GR: As the global director of brand energy marketing, I head up how the brand interacts with external partners. I oversee all partnerships, whether that's for a campaign, content creation, or a community-driven event. On the flip side of that, I'm responsible for all of our collaborations on product as well from a global perspective.
Why was this the time to tell Timberland’s story?
The short answer is that the brand turns 50 this year. So, we felt we had to tell the story. But more importantly, there's a double entendre to Timberland. In 1973, the Abington Shoe Company, the brand’s original name, produced what we know to be the yellow boot—which was called the Timberland boot by the Abington Shoe Company. The boot performed so well that the company changed its name to Timberland, after this product that was completely innovative and ahead of its time.
So, 2023 is essentially the story of the original yellow boot and the brand.
What is it about the 50-year mark that is so special for the brand?
For a footwear, apparel, and accessories brand to turn 50 is an anomaly, we don't see that too often. Timberland has been globally adopted, and up until this moment, the entire narrative behind it hasn't been told from the brand's perspective. So, this was our moment to tell the story from our collective point of view with the people who popularized the brand.
As a native New Yorker, what was your experience with Timberland prior to joining the company?
My experience with Timberland dates back to a very young age. We have cold winters in NYC, and to protect my feet, I had to wear boots. I also looked up to my older brothers, who put me on to some style trends.
And then, of course, we wore them because we saw my pops wearing them. My dad was the superintendent for the building we lived in, and his uniform was a navy blue, Dickies-like suit and Timberland boots. So, the boot was so much more to me — it was a family thing as well.
What were your thoughts during the first screening of the film?
I was really curious to see how the audience would react to certain moments that only myself and my colleagues knew about. We were putting it to the test with the community. I was excited going into it because we were finally able to give it back to the people who made all of these moments so special.
What makes the Original Yellow Boot so iconic?
It’s because of what it represents: true craftsmanship, innovation, and style. And it's interesting because people adopted it for different reasons. In Italy, they adopted it because it was part of their head-to-toe look. In the Northeast of the US, we adopted it for style on top of practical reasons.
After chronicling the 50 years of the brand, what does the future look like for Timberland?
Remain true and authentic to who we are as a brand because it's exactly how we got to where we are today. But what’s equally important is for us to continue innovating, continue working with people, brands, and communities that share values with us. Because, while we always want to remain true to ourselves, we also need to have a forward-thinking mindset.
We're fortunate that we were adopted by the globe organically. So now it's truly up to us to continue listening to the people, working with the people, and putting out a product that is near and dear to our hearts and built with purpose. 50 years is great, but it's only the beginning.
