ABINGTON BY TIMBERLAND

CLIENT:

Timberland Company

Context / Challenge: In 2005, amidst an economic downturn, consumers were seeking solace in heritage brands and products with enduring quality. It was against this backdrop that Timberland embarked on a mission to honor the enduring legacy of early 20th-century New England craftsmen through the Abington Collection. Rooted in the rugged landscapes and industrial heritage of the region, this endeavor aimed to fuse tradition with innovation, creating footwear that transcended fleeting trends and embraced lasting quality.

The challenge lay in revitalizing Timberland's heritage while staying relevant in a fast-paced market saturated with disposable fashion. Leading a team, I led a team aimed to capture the essence of a bygone era, infusing it with modern sensibilities to resonate with a discerning consumer base seeking authenticity amidst a sea of mass-produced goods.

Approach: Our approach was twofold: to pay homage to tradition while embracing innovation. We delved deep into the historical framework of early 20th-century New England, drawing inspiration from the localism and human-centered innovation of the time. Through meticulous craftsmanship and the integration of cutting-edge technologies, we sought to create footwear that honored the past while paving the way for the future.

The Abington Collection emerged as a testament to our commitment to craftsmanship and innovation. By combining time-honored techniques with modern materials and design elements, we crafted footwear that spoke to the soul of American heritage while meeting the demands of contemporary consumers. From Horween leather to Vibram outsoles, each pair of Abington boots was built to withstand the rigors of both the natural world and urban landscapes.

Impact: The Abington Collection's triumph reverberated globally, solidifying its presence in the upper echelons of street fashion.

Through strategic partnerships with pinnacle retailers worldwide, including Colette in Paris, ALIFE and Saks Fifth Avenue in New York, and Chapter in Tokyo, the collection gained acclaim from discerning street consumers. Highlighted in leading fashion publications like Esquire and GQ, the collection captured the imagination of trendsetters.

This recognition translated into tangible success, with sales skyrocketing from 5000 pairs in 2005 to an impressive 25,000 pairs strategically positioned in stores, in 2012. This exponential growth not only validated the collection's commercial viability but also underscored its cultural significance.