Walk into Timberland’s Soho flagship and you’ll instantly realize that the storied workwear brand isn’t just selling boots anymore, they’re about the total package. Creating a stylish yet rugged footwear collection has always been Timberland’s bread and butter, but the shop on Broadway in SoHo also houses the brand’s complete collection, covering everything from their iconic yellow boots, to their more contemporary street-ready pieces. Well-crafted leather coats, forest green backpacks, and military style field jackets grace the tabletops, while Timberland’s line of legendary shoes and boots is prominently displayed along the expansive shoe wall. This includes the handcrafted Timberland Boot Company collection, the Timberland classic boots that have become a symbol of the company and all the other good stuff like the Abington Collection, and the Earthkeepers line. The space is a fitting flagship for a storied brand with style, ruggedness and a distinct point of view.
This “head to toe” approach not only applies to their wares, but also to the space, which reflects Timberland’s environmentalist spirit. From the recovered wood beams, to the hand built tree trunk stools, to the lamps, which are a two decade old holdover from Timberland’s original Madison Avenue location, the store has been thoughtfully designed using pieces that are both ethical and historical. For example, the exposed brick walls are not merely an aesthetic detail, but reveal the space’s history. The brand peeled back seven layers of wall to uncover that brick, which dates back to an ice skating emporium in the late 1800’s, and as a nod to this legacy, the store’s designers hung a pair of antique ice skates from the rafters. The shop is a living monument to authentic materials, craftsmanship and the idea that all things get better with age, fitting right in with Timberland’s “earthkeepers” philosophy and campaign.
Timberland SoHo | 474 Broadway, New York City