At BEAMS, special projects begin long before the final product takes shape. Each one is rooted in a story, often unseen, but felt in every detail. The collaboration with Timberland, created to mark BEAMS’ 50th anniversary, follows that same approach. Rather than simply reworking an existing model, the process began with a shared understanding of what Timberland represents to BEAMS. From there, the team traveled to the archives, revisiting history firsthand. Through ongoing dialogue, moments of hesitation, and careful refinement, the direction gradually came into focus. Each decision was considered, each detail added with intention. What emerges is more than a product. It’s the result of a process shaped over time. This is a look behind the scenes of that 50th-anniversary project, told through the perspective of the buyers who brought it to life.
Vol. 1: Timberland Vol. 1: Timberland
The Stories Behind BEAMS 50th
The conversation within the team didn’t begin with Timberland’s history or product knowledge, but with personal memories. Suzuki: “It felt like the old POPEYE style. Classic American casual, with the 3-eye.” Kobayashi: “For me, it was the 6-inch boots in high school. Pairing them with a school uniform.” Nozaki: “I remember it being tied more to a hip-hop influence. There was definitely a sense that wearing 6-inch boots with your uniform felt cool. Just putting them on gave you that street mood.” Suzuki: “When I went to San Francisco, I felt the real context. People in orange vests, just wearing yellow boots as part of their everyday.”
The first idea shared within the team was simple. Suzuki: “For the 50th anniversary, we all felt we had to focus on an iconic piece. The 6-inch boot was the only option.” But the process didn’t move directly from that idea to the final form. Early on, slip-on styles were also considered, and there was a loose concept in place before visiting Timberland. Rather than arriving with a fixed design, the team chose to leave room for development, bringing the project to Timberland in an open, exploratory state.
From these layered conversations among people who truly love clothing, a full collection took shape, one that deliberately preserves Timberland’s original, grounded character. Each piece carries a sense of respect for the original. Without carefully studying the brand’s history and context, and taking the time to understand it in depth, this final form would not have been possible. In the end, the conversation circles back to memories from the trip itself. Suzuki: “The meetings were so intense, I don’t even remember when we went or where we were.” Kobayashi: “But we do remember the gnocchi, right?” (laughs)
