Timberland’s latest campaign titled The A to Z of Timberland is all about the brand’s cultural heritage, reframed for a new generation, executed by photographer Walid Labri juxtaposed with some archived content of legends like Ozzy Osbourne next to newly shot material with musician Yeaji, further bridging the early and the new. Slogans along the lines of J is for Journey, or L is for Legacy undermine the brand’s greatest achievement: involving its customers in a larger cultural framework and, in doing so, finding its way into all kinds of subcultures. 

Hip-hop, for example, has long claimed the classic Yellow Boot, a style so versatile it has become a global closet staple. Alongside this classic, we also put their Euro Hiker and Field Boot to the test, all in the name of exploring the duality between heritage and its impact on a new generation. What better shooting location than the workshop of one of Berlin’s few remaining stone sculptors, a craft that had to adapt to the changing of times too. And then there’s one of Berlin’s many construction sites — another fitting metaphor for something old being made anew. The real perk of a Timberland boot, though? The older it gets, the better it looks.