As Timberland commemorates the 50th anniversary of its iconic 6-Inch Boot, the brand has embarked on an international celebration, inviting creative minds to reinterpret this timeless classic. Dutch designer Suzanne Oude Hengel is the latest visionary to join the ranks of Edison Chen and Samuel Ross in the Future73 project.
Suzanne Oude Hengel, a knitwear expert and founder of the knit development studio Knit in Motion [KiM], has unveiled her rendition of the 6-Inch Boot – the Timberland® x Suzanne Oude Hengel Future73 Knit 6-Inch Boot. Featuring her unique expertise in knitwear and design, the collection is further enhanced by accompanying clogs and textile offerings. This project was presented at Milan Design Week from April 18 to 23, alongside an AI-driven immersive experience in collaboration with creative studio OUCHHH.
The immersive installation at Milan Design Week, set within the iconic Triennale, is a multisensory journey into the past, present, and future of Timberland. Divided into three chapters, the exhibition begins with a mosaic of archival images and ads, proceeds to an exploration of Oude Hengel’s avant-garde knitting techniques, and culminates in an original visual artwork created using AI, seamlessly blending the histories of Timberland and Oude Hengel.
Drieke Leenknegt, VP of Marketing at Timberland, remarks, “We are very excited to engage with the creative community, reach new audiences through AI, and embark on a new journey together at the forefront of boot culture.” Oude Hengel shares her enthusiasm, adding, “Today, my ideas for the Future73 capsule come to life in the form of AI, and I see the DNA of my brand and that of Timberland blending together through an immersive experience that will introduce our worlds to new audiences.“
Ferdi Alici, director of the Ouchhh studio, underscores the significance of the collaboration, stating, “We are thrilled to present the brand’s history and Suzanne’s innovative knitting approach at Milan Design Week in the form of an immersive AI experience.“
To inspire and educate future generations in fashion, Timberland will support projects like this through creative sessions dubbed Future73 Visions.
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The Timberland x Suzanne Oude Hengel FUTURE73 collection is set to launch in May 2023, and will be available online, in Timberland® stores, and at select retailers worldwide.
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