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Timberland Logo: Explained and Demystified

Everyone had at least a pair once.

by  CraveOnline Apr 30th, 2017 Photo: Gilbert Carrasquillo (Getty Images)

Timberland is one of the most dominant brands in its industry, it is on the same level of popularity as Nike, Reebok, and Adidas are without being a sports brand. The company is known for making sturdy, heavy boots yet everybody gets to see the Timberland logo daily. Even people in tropical heavens like Miami wear them sometimes.

Very popular in certain subcultures and an identifying symbol for many, Timberland is more than a brand or a product, but not a lot is known about the company behind the famed shoe. But even worse, what some think is the truth about it is just an unconfirmed, malign rumor.

Timberland History

In 1952, Nathan Swartz bought half of The Abington Shoe Company and three years later he bought the rest of the shares. Then in 1973, the company changed the name to The Timberland Company due to the popularity of their outdoors, waterproof yellow boots. The company claims to be the first that started putting the brand name on the outside of the shoe which wasn’t the trend back then. Throughout the years the company started putting out more and more types of products on the market so now you can have complete Timberland outfits on.

Timberland Logo: True Meaning

Timberland products all either have just the logo of the company, or they have the logo and the word “Timberland” on them. The Timberland logo itself is a branchy tree on a field, and since Timberland means “land that is covered with trees and shrubs”, it is only fitting to have a tree as its logo. A sturdy-looking tree that perfectly matches a shoe made for the rugged terrain.

Timberland Racism Myth

Timberland shoes became really popular in the hip hop culture with one of the best rappers of all time Notorious B.I.G. referencing them often – “Timbs for my hooligans in Brooklyn” is one of the famous lines of Hypnotize. The 2000s’ popular producer and singer Timbaland obviously decided on his name due to the shoes. So it’s safe to say that Timberlands are especially popular in the black community.

That’s why one urban legend, a myth, or a fake news story really burned some people as one of the CEOs of the company was quoted to saying he didn’t want Latinos and blacks wearing his shoes. But this was reported on a now-shutdown site that had a disclaimer about all of its stories being “completely fictional”. Unfortunately, that didn’t stop the fire of misinformation.

Soon, reports that Swartz family were ranking Ku Klux Klan members also came up, with no information to back them up. The biggest stir was created when a song supposedly written by Maya Angelou, the famed African-American poet, mentioned Timberland in a very disturbing fashion.

And for footwear you wear TIMBERLANDS, Even under the sun That same tree that is the symbol for them Could have been the same one your ancestors were hung from.

Which led to photoshops of the Timberland logo with black people being hung from the tree being added to it. As a handy website Snopes states – not only is the song not written by Maya Angelou, but there is not one fact stating that the Timberland tree is supposed to represent a lynching tree.

With no better word to describe how the Timberland name got smeared – it was a clusterfuck of fake news.

Of course, you never know what somebody is thinking inside their head or saying behind closed doors, but innocent until proven guilty should really be the guideline here. And the Timberland company is pretty involved in community service , so it does seem highly unlikely.

What do you think of the Timberland logo?

There Is A Far More Benign Misconception About the Lacoste Logo .


Kaingaroa Timberlands is a Major Supplier of Logs Company PROFILE The Kaingaroa Forest, spanning 190,000 ha of plantable land, is one of the crown jewels of international forestry and one of the oldest and largest softwood plantations in the world.

It is recognised worldwide as an intensively tended forest that produces up to 4 million m³ of high quality logs per annum.

  The Kaingaroa Forest plantation is owned by Kaingaroa Timberlands, a partnership of investors. Kaingaroa Timberlands is proud to own this fine estate, and as a major supplier of logs to the domestic processing industry and export markets in China, Korea, India and other Pacific Rim countries, Kaingaroa Timberlands seeks to be recognised for excellent customer service and high quality products, as well as a commitment to health and safety, the environment and the community in which we do business.

Kaingaroa Forest estate Kaingaroa Forest is located between Rotorua and Taupo on the Volcanic Plateau of New Zealand’s central North Island. The first plantings of the forest were at Waiotapu in the early 1900s, and much of the total 190,000 ha of plantable land is now growing its third crop of trees. The majority of the forest is planted on land leased from local Iwi.

The flat terrain and pumice soils create a waterproof forest for year round harvesting, of approximately 4M m³ per annum of radiata pine and small volumes of Douglas fir. This volume is supported by sound infrastructure for road and rail transport and a deep water export port nearby. It is also supported by a well developed processing industry, with sawmills and pulp mills in close proximity.

    The Kaingaroa Forest plantation makes up the bulk of Kaingaroa Timberlands’ assets however, other assets include a log processing plant at Kaingaroa, a log yard at Murupara and a nursery at Te Ngae, Rotorua. The Kaingaroa Log Processing Plant is sited in the centre of the Kaingaroa Forest and converts whole-tree stems into logs, using sophisticated scanning and optimising technology.

Products include high value pruned logs used for appearance purposes, structural logs used for building and construction, industrial and utility logs used for packaging and remanufacturing, and pulp logs and residues used for pulp and paper products.

Forest Management Management of the Kaingaroa Forest is carried out by Timberlands Limited , a stand alone forest management company, who acts on behalf of Kaingaroa Timberlands to plan, implement and manage all forestry operations from tree breeding through to log sales, as well as financial management and compliance.

Forest Steward Council Certification The management of Kaingaroa Forest by Timberlands Limited, meets the criteria for Forest Stewardship Council (FSC) certification. Please refer to the Timberlands Limited website for more information.

The FSC principles and standards of environmental management, which cover ecological, social, economic and cultural considerations, are congruent with Kaingaroa Timberland's values.

FSC is supported and promoted internationally by World Wildlife Fund, Greenpeace, Friends of the Earth and other prominent non-government organisations. The certification provides an independent and credible guarantee that wood products come from forests which have been managed in accordance with the FSC principles of sustainability.

Forest Access Permits Timberlands Limited manages access permits on behalf of Kaingaroa Timberlands. Please refer to the Timberlands Limited website for all permit related information.


Rotorua Office Phone: +0064 7 343 1070 Fax: +0064 7 343 1071 Email: info@tll.co.nz

Kaingaroa Processing Plant Phone: +0064 7 366 9620 Fax: +0064 7 366 9621

Te Ngae Nursery Phone:+0064 7 345 6580 Fax: +0064 7 345 6596