I want to watch a bootleg copy of the new Ben Affleck film (no Gigli) so this is a rush job. The Timberland brand has been an organisation close to my heart since the notion of amassing £120 for a pair of boots was impossible and I had to settle for CAT. Shit, I even considered Lugz back when Erick Sermon was plugging them in jeans big enough to block out the sun and cause a global rickets crisis, but you always knew you were compromising. For all the ‘Watchdog’ talk of quality or unfounded rumours about them and their enthusiastic hip-hop market, an ad with, say, Das EFX in ‘The Source’ would have ultimately deaded the Timberland brand. I’m not mad at the way it wasn’t all up in the rap press desperately trying to be down (though I still don’t mess with the roll-tops) during my teen years. As Timberland weather approaches and their 40th birthday is impending (though the Abington Boot Company launched 60 years ago), here’s some old Timberland ads. The blocky TIMBERLAND lettering to promote the “Outdoors-Proof Boot” in 1976 shows how the brand design has evolved and the 1979 campaign with a hillbilly family in wheat workbooks that, rather curiously, depicts them as the shoe of the moonshine maker hiding from Treasury Agents, is a gem, complete with a tagline that pre-dates Stella Artois’ “Reassuringly expensive” campaign — “A whole line of fine leather boots that cost plenty, and should.” 1982 was seemingly the year that Timberland declared boat shoe beef with Sperry Top-Sider with shot after shot. Brands didn’t do subliminals back then — shots fired, man overboard! Can I still enter the 1984 sweepstakes for Black & Decker powertools? The copywriting’s pretty solid throughout the 1980’s as GORE-TEX enters the line and the Super Boot era begins. I never realised that it took until 1991 for the brand to drop proper hikers either. I love these ads.
To coincide with the exhibition that’s in Berkeley California right now (though I’m hoping to catch in Boston next April) a full mid-career retrospective book is dropping next month and it looks tremendous and curiously affordable too. The Damiani book from 2009 was substantial, but this 448 page behemoth is something I’m judging by its cover, but you know it’s going to be necessary. Here’s Berkeley Art Museum’s Lawrence Rinder (who, put the book together alongside assistant curator Dena Beard) and Jefferey Deitch talking about Barry McGee. There’s a few more videos on YouTube courtesy of BAMPFA, including an excellent slideshow created by McGee.