Timberland opens first-ever concept store in Japan
VF Corp.-owned footwear brand Timberland
Dubbed ‘Timberland Boutique Tokyo’, the new concept store is located in Tokyo’s Daikanyama district and was brought to life in partnership with fashion director and stylist, Akio Hasegawa, and design office, Daikei Mills, hosted by Keisuke Nakamura.
Fusing American and Tokyo culture into one concept, the U.S. brand’s new concept riffs on a construction site or a mountain hut, with the space boasting exposed reinforcement materials, such as plywood and building materials, used as design elements in a nod to Timberland’s work and outdoor heritage.
Inside, the store will offer exclusive, limited-edition products, the brand’s iconic footwear, and collaborative products with domestic and foreign brands and artists, starting with the Japan-limited premium collection, ‘Timberland +81 3’.
In addition to the product offerings, the boutique also features an art gallery ‘Archive Wall’, which will exhibit works depicting the brand’s heritage from the perspective of Tokyo artists. On the second floor, consumers can customise their Timberland footwear and apparel and enjoy a free cleaning service for used boots.
“With the launch of the Timberland + 81 3 collection and boutique opening, we will continue to honor Timberland’s legacy while boosting new energy to the brand,” said global president of Timberland, Susie Rubin Mulder.
The opening comes after Timberland posted a 6 percent decline in first-quarter revenues during parent company VF Corp.’s most recent trading update on August 1.
