{"id":28443,"date":"2022-02-02T20:12:59","date_gmt":"2022-02-02T18:12:59","guid":{"rendered":"https:\/\/in-my-world.com\/40-trentetrois\/?p=28443"},"modified":"2022-03-23T16:39:53","modified_gmt":"2022-03-23T14:39:53","slug":"timberland-lhistoire-dune-marque-qui-definit-lamerican-dream","status":"publish","type":"post","link":"https:\/\/in-my-world.com\/40-trentetrois\/timberland-lhistoire-dune-marque-qui-definit-lamerican-dream\/","title":{"rendered":"Timberland : l’histoire d’une marque qui d\u00e9finit l’American Dream"},"content":{"rendered":"

Avec pr\u00e8s de 45 ans d’existence, Timberland est aujourd’hui un acteur incontournable du paysage streetwear. Avec des produits \u00e0 la base destin\u00e9s aux travailleurs, la marque a su toucher la rue et se d\u00e9mocratiser mondialement.<\/h2>\n

Des rappeurs new-yorkais aux ouvriers du b\u00e2timent : l’histoire de Timberland est riche en r\u00e9f\u00e9rences et en cr\u00e9ations.<\/p>\n

Gen\u00e8se d’une paire aujourd’hui mythique<\/h3>\n

L’histoire de Timberland commence en m\u00eame temps que celle de son cr\u00e9ateur Nathan Swartz. En 1918, \u00e2g\u00e9 d’\u00e0 peine 16 ans, il commence en tant qu’apprenti cordonnier dans un atelier de Boston. C’est dans les ann\u00e9es 50 que Nathan Swartz rach\u00e8te en 2 temps son ancien employeur : la Abington Shoe Compagny. En 1955, seul propri\u00e9taire de l’entreprise, il y fera entrer ses deux fils, Herman et Sidney. Ensemble, pendant pr\u00e8s de 10 ans, ils travailleront \u00e0 la fabrication de chaussures destin\u00e9es \u00e0 \u00eatre commercialis\u00e9es par de grandes marques.<\/p>\n

En 1965, pouss\u00e9s par son savoir-faire et souhaitant limiter les co\u00fbts, la famille Swartz met en place une nouvelle technique de fabrication : le moulage par injection. La semelle n’est plus reli\u00e9e \u00e0 la partie en cuir de la chaussure par de simples coutures, mais directement coll\u00e9e. V\u00e9ritable r\u00e9volution technologique pour l’\u00e9poque, les chaussures sont alors enti\u00e8rement \u00e9tanches.<\/p>\n

\"Timberland-sole-options-histoire\"<\/p>\n

En 1973, Sidney Swartz design une botte destin\u00e9e aux b\u00fbcherons et ouvriers du b\u00e2timent : la Timberland. Afin de rester dans cet esprit de travail en ext\u00e9rieur, le nom Timberland trouve son origine des mots \u00ab\u00a0Timber\u00a0\u00bb bois en fran\u00e7ais et \u00ab\u00a0land\u00a0\u00bb la terre. Cette botte imperm\u00e9able aux lignes reconnaissables entre mille se d\u00e9marque gr\u00e2ce \u00e0 sa semelle crant\u00e9e et \u00e0 son cuir en nubuck couleur jaune bl\u00e9.<\/p>\n

>> \u00c0 LIRE AUSSI | Supreme : la collaboration Timberland x New York Yankees<\/a><\/h4>\n

La paire est toujours la m\u00eame aujourd’hui, mis \u00e0 part la semelle. Celle-ci a su \u00e9voluer au fur et \u00e0 mesure du temps pour plus de confort. Cette derni\u00e8re est maintenant vendue sous le nom de \u00ab\u00a0Timberland Icon 6 Inch Premium Boot\u00a0\u00bb.<\/p>\n

\"timberland-1978-boot-histoire\"<\/p>\n

Forte du succ\u00e8s du mod\u00e8le, la soci\u00e9t\u00e9 est rebaptis\u00e9e en Timberland Compagny en 1978 et adopte son fameux logo, repr\u00e9sentant le ch\u00eane am\u00e9ricain.<\/p>\n

\"timberland-logo\"<\/p>\n

L’\u00e2ge d’or de la Timbs<\/h3>\n

Les fr\u00e8res Swartz travailleront dans les ann\u00e9es 80 sur le branding de la marque. \u00c0 l’instar de Levis, la marque apposera son logo sur la paire. Pourtant, c’est un proc\u00e9d\u00e9 rare pour les marques Workwear de l’\u00e9poque. La marque utilisera diff\u00e9rents canaux de communication, par exemple la t\u00e9l\u00e9vision. Et cela appuyant sur le c\u00f4t\u00e9 pratique de ces produits. Timberland commence \u00e0 diff\u00e9rencier progressivement son offre en proposant \u00e0 la vente des produits tels que des ceintures ou des sacs.<\/p>\n

Les ann\u00e9es 80 voient aussi l’arriv\u00e9e de Timberland en Europe. En effet, un Italien du nom de Giuseppe Veronesi souhaite acqu\u00e9rir 600 mod\u00e8les de Yellow Boots. Il voit \u00e0 travers la paire un v\u00e9ritable accessoire de mode et la botte sera alors vendue dans les boutiques les plus tendances d’Italie.<\/p>\n

Pendant ce temps sur les terres de l’Oncle Sam c’est un tout autre public qui s’approprie la silhouette. \u00c0 Brooklyn, la paire est port\u00e9e par les drugs dealers et devient un accessoire incontournable pour les ghettos noirs new-yorkais. New York adoptera la Timbs et toute une g\u00e9n\u00e9ration de rappeurs c\u00e9l\u00e8brera la paire dans ses textes.<\/p>\n

\u00ab\u00a0Timbs for my hooligans in Brooklyn\u00a0\u00bb\u00a0<\/em><\/h4>\n

Notorious B.I.G \u00ab\u00a0Hypnotize\u00a0\u00bb, 1997.<\/h4>\n

Biggie, Nas, le Wu-Tang, Mobb Deep, Missy Elliot Jay-Z… Tous ont rapp\u00e9 ou port\u00e9 la Yellow Boots. La Timberland repr\u00e9sente New York et appui le storytelling des artistes. Entre 1990 et 1994 les ventes de Yellow Boots triplent. On voit la paire dans les clips et la rue. L’enti\u00e8ret\u00e9 des \u00c9tats-Unis porte la paire en hommage \u00e0 la culture hip-hop.<\/p>\n

\"Timberland-redman-square\"<\/p>\n

Comme beaucoup de marques adopt\u00e9se par la street, Timberland va \u00a0avoir du mal avec son nouveau public. Par peur de voir sa r\u00e9putation entach\u00e9e et d’\u00eatre associ\u00e9 \u00e0 des dealers, la marque reniera ce public dans ses campagnes de communication et essayera de limiter le volume des ventes dans les villes urbaines des US.<\/p>\n

>> \u00c0 LIRE AUSSI | Aim\u00e9 L\u00e9on Dore : leur association avec Timberland<\/a><\/h4>\n

Mais doucement, la marque acceptera son public et lancera des campagnes plus inclusives. On notera la campagne \u00ab\u00a0Give Racism The Boot\u00a0\u00bb ou la marque prend position contre le racisme suite \u00e0 des scandales li\u00e9s au racisme dans le football am\u00e9ricain.<\/p>\n

\"timberland-give-racism-the-boot\"<\/p>\n

Timberland aujourd’hui<\/h3>\n

La marque reste extr\u00eamement populaire aujourd’hui et a su s’adapter aux codes streetwear et soci\u00e9taux d’aujourd’hui. Depuis 2006, la marque met l’accent sur la transparence \u00e9cologique et cherche \u00e0 r\u00e9duire au maximum son impact sur l’environnement.<\/p>\n

En parall\u00e8le d’une ligne \u00e9coresponsable, Timberland lance sa gamme Abington en r\u00e9f\u00e9rence \u00e0 l’employeur de son p\u00e8re fondateur. La volont\u00e9 de la marque est de proposer des produits textiles plus haut de gamme mettant l’accent sur le confort et sur des mat\u00e9riaux de meilleure qualit\u00e9.<\/p>\n

\"Timberland-HERITAGE_A3<\/p>\n

Timberland a su suivre les tendances actuelles. On a pu voir la marque collaborer avec des acteurs hype et importants du monde du streetwear comme Off white, Supreme ou encore Tommy Hilfiger derni\u00e8rement.<\/p>\n

<\/span>\"TommyXTimberland\"<\/a><\/figure>
<\/span>\"TommyXTimberland\"<\/a><\/figure>
<\/span>\"TommyXTimberland\"<\/a><\/figure>
<\/span>\"TommyXTimberland\"<\/a><\/figure><\/div><\/div><\/div>\n

Il ne fait aucun doute que la Yellow Boot de Timberland est aujourd’hui un classique, au m\u00eame titre que la Air Force 1 ou la Superstar. Car Jay-Z, Kanye West, Don Toliver, A$ap Rocky tous portent encore la paire et influencent \u00e9galement toute une g\u00e9n\u00e9ration.<\/p>\n","protected":false},"excerpt":{"rendered":"

Avec pr\u00e8s de 45 ans d’existence, Timberland est aujourd’hui un acteur incontournable du paysage…<\/p>\n","protected":false},"author":29,"featured_media":28474,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","footnotes":""},"categories":[7,60],"tags":[212],"yoast_head":"\nTimberland : l'histoire d'une marque qui d\u00e9finit l'American Dream<\/title>\n<meta name=\"description\" content=\"Des rappeurs new-yorkais aux ouvriers du b\u00e2timent : l'histoire de Timberland est riche en r\u00e9f\u00e9rences et en cr\u00e9ations.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/in-my-world.com\/40-trentetrois\/timberland-lhistoire-dune-marque-qui-definit-lamerican-dream\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" 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