The big 5-0. That’s the milestone Timberland recently reached, celebrating its enduring impact worldwide. And, in honor of the brand’s far-reaching influence, the iconic brand took a trip across the pond to premiere the documentary “This is Not a Boot: The Story of An Icon” in London and Milan, revisiting its roots in European fashion and culture.
Starting in Italy, Timberland brought guests out to the Apollo Club in Milan for a night full of festivities, commemorating its deep ties to the city.
A brief history lesson for you: the 1980s in Northern Italy saw the “Paninaro” culture takeover– a lifestyle adopted by the youth that valued personal well-being and high quality of life as a reaction to the political unease of the previous decade.
During this shift, the Italian youth changed their wardrobe to match the image of the ultimate symbol of Paninaro's principles–– American style. Combining these aesthetics with the desire to show off their exuberant looks, Timberland’s signature boot was a natural fit.
Opening the night in Milan, Italian rapper J-Ax hosted the premiere. Having been featured in the documentary himself, the musician and close friend of Timberland was perfectly suited to introduce the launch of the film to the surplus of industry legends, like the famed Paninari, Bircide, and the crowd of over 500 youthful tastemakers, highlighting the brand’s long-lasting impact over generations.
After the formalities concluded and the credits finished rolling, the fan-fare continued with a performance from Ele A and an unforgettable DJ set from Italian legend Bassi Maestro, all capped off with a special Paninaro branded food truck for guests to enjoy, closing out Timberland’s trip to Italy.
A day later, in London, the legendary brand set up shop at Fabric, one of the famed party spots during the peak of the UK rave scene. An iconic venue in every sense of the word, it was here that Timberland gathered a group of London’s finest to present a first glimpse at the film before its official debut.
During the ‘80s, breakbeats infiltrated the London party scene, giving the youth a new outlet to express themselves in a way that felt authentic and unconfined. Viewed as outcasts who openly defied the law in the name of self-expression, these early ravers chose to include the classic working boots as part of their ensemble, serving as the perfect embodiment of the resilient spirit adopted by the scene.
To pay respect to its connection with London, Timberland took attendees on a trip down memory lane, creating an experience that mirrored that of a cult underground party from the heyday of the rave scene.
Guests received a text with instructions on the when, what, and where of the night, borrowing the classic rave mechanic from back in the day. Following the instructions, special guests like American rapper/model ASAP Nast, singer-songwriter Pip Millett, and Top Boy actors Kadeem Ramsay and Araloyin Oshunremi arrived at the nightclub-turned-film gallery anticipating something special.
Giving the vibrant dance culture a 2023 glow-up, visitors walked freely about the space with the movie playing on a loop across three screens, simultaneously showing the full documentary, creating a one-of-a-kind Timberland immersive experience.
Stepping beyond London’s sculpted concrete gallery, famed UK-based artist Soldier hosted a special Timberland customization booth, where over 50 pairs of the classic 6-inch kicks received a distinct design makeover in the artist’s signature style.
Headlined by the legendary Deviation and its founder, Benji B, the night closed out with a nod to individuality, a sentiment Timberland has always lived by throughout its storied history.
Closing out its European tour, Timberland clearly made the most of its trip abroad, celebrating 50 years of unrivaled influence and its unique relationship with two of the world’s major cultural hubs.
Watch “This is Not a Boot: The Story of An Icon” here.
