By Olga Filiminova
Aug. 9, 2015
Nathan Schwartz was born in 1902 in a Jewish family with little wealth. On the eve of the First World War, his parents emigrated to the United States and settled in Boston. Nathan's father, grandfather and great-grandfather were shoemakers, and Nathan himself had no choice but to continue the family business. In 1918, he became an apprentice in a tiny shoe workshop, cut leather, cut out sweeps and sewed shoes. The history of Timberland begins in 1952. Only by the age of fifty did Nathan Schwartz manage to save money, which was enough to buy half of the shares of an inconspicuous shoe factory in Abington, Massachusetts. Three years later, he bought it entirely and together with his sons produced shoes for another ten years, not hoping not only to become famous, but also to get seriously rich.
The situation changed radically when the technology of seamless connection of the rubber sole with the leather upper of the shoe was invented for the Timberland brand using a special press.
This invention made Schwartz's boots waterproof. And in 1973, the first "guaranteed waterproof" leather yellow boots of the Timberland brand appeared (English timber - wood, land - earth). The brand logo was an image of an American oak.
"I was about ten then," recalls Jeffrey Schwartz, the current owner of the Timberland brand and Nathan's grandson. - My father was always lost at the factory, and the house was constantly talking about how to make Timberland shoes waterproof, how to make leather... About the fact that cotton threads are not suitable and nylon ones are needed, that the seams should be elastic, but durable, so they should be made triple. About the fact that the rivets where the laces are inserted should be metal, but not iron, so that they do not rust from the water... And finally, the historic moment came when my father brought home these first Timberland boots. And then my brother exclaimed: "I'll never wear them. They're yellow!" Solving urgent production problems, no one even thought about color..."
Be that as it may, it is in this color scheme that Timberland shoes are an exhibit of the London Design Museum, and traditionally the brand color has become a successful marketing move and a business card of the brand. It was convenient to demonstrate the advantages of the product on fair skin: any dirt on it is noticeable, and after washing it disappears spectacularly. However, such a brand promotion strategy was invented by a person not from the Schwarz dynasty. They say that once an Italian appeared at the factory, who bought 900 pairs of Timberland boots at once. A year later he returned, and Schwartz was afraid that he came with the intention of returning the unsold goods and returning the money. But it turned out that the enterprising Italian came for a new batch. In Italy, he held demonstrations, during which Timberland boots were tested in extreme conditions, then washed and dried on a clothesline. Thanks to the campaign "If you love Timberland, treat them as badly as possible", the brand became popular first in Italy and then all over the world. In 1978, the company was officially renamed Timberland Co. In the same year, the first casual shoes were released - they are hand-sewn. In 1988, the first collection of men's clothing was released, and two years later - Timberland women's clothing. Like yellow boots, clothes are designed for travel, tourism, sports on the water, in the mountains and just for walking. Many models of the brand have sealed waterproof pockets for mobile phones - even in men's swimming trunks. Today Timberland is a global company headquartered in Boston (USA). The head office of the European representative office is located in London, the Asian one is in Tokyo.
"For me, business is deeply personal. Because Timberland is our family business. My father could work on any equipment at the factory. Even when he had free time, he rubbed a piece of skin in his hands, thinking about how to make its quality better. Therefore, we can safely say that the soul is invested in our cause," says Jeffrey Schwartz.
Source: https://kompromat1.online/articles/20516-kak_bednyj_ukrainckij_evrej_natan_shvarts_osnoval_vsemirno_izvestnyj_brend_timberland
By Olga Filiminova
Aug. 9, 2015
Nathan Schwartz was born in 1902 in a Jewish family with little wealth. On the eve of the First World War, his parents emigrated to the United States and settled in Boston. Nathan's father, grandfather and great-grandfather were shoemakers, and Nathan himself had no choice but to continue the family business. In 1918, he became an apprentice in a tiny shoe workshop, cut leather, cut out sweeps and sewed shoes. The history of Timberland begins in 1952. Only by the age of fifty did Nathan Schwartz manage to save money, which was enough to buy half of the shares of an inconspicuous shoe factory in Abington, Massachusetts. Three years later, he bought it entirely and together with his sons produced shoes for another ten years, not hoping not only to become famous, but also to get seriously rich.
The situation changed radically when the technology of seamless connection of the rubber sole with the leather upper of the shoe was invented for the Timberland brand using a special press.
This invention made Schwartz's boots waterproof. And in 1973, the first "guaranteed waterproof" leather yellow boots of the Timberland brand appeared (English timber - wood, land - earth). The brand logo was an image of an American oak.
"I was about ten then," recalls Jeffrey Schwartz, the current owner of the Timberland brand and Nathan's grandson. - My father was always lost at the factory, and the house was constantly talking about how to make Timberland shoes waterproof, how to make leather... About the fact that cotton threads are not suitable and nylon ones are needed, that the seams should be elastic, but durable, so they should be made triple. About the fact that the rivets where the laces are inserted should be metal, but not iron, so that they do not rust from the water... And finally, the historic moment came when my father brought home these first Timberland boots. And then my brother exclaimed: "I'll never wear them. They're yellow!" Solving urgent production problems, no one even thought about color..."
Be that as it may, it is in this color scheme that Timberland shoes are an exhibit of the London Design Museum, and traditionally the brand color has become a successful marketing move and a business card of the brand. It was convenient to demonstrate the advantages of the product on fair skin: any dirt on it is noticeable, and after washing it disappears spectacularly. However, such a brand promotion strategy was invented by a person not from the Schwarz dynasty. They say that once an Italian appeared at the factory, who bought 900 pairs of Timberland boots at once. A year later he returned, and Schwartz was afraid that he came with the intention of returning the unsold goods and returning the money. But it turned out that the enterprising Italian came for a new batch. In Italy, he held demonstrations, during which Timberland boots were tested in extreme conditions, then washed and dried on a clothesline. Thanks to the campaign "If you love Timberland, treat them as badly as possible", the brand became popular first in Italy and then all over the world. In 1978, the company was officially renamed Timberland Co. In the same year, the first casual shoes were released - they are hand-sewn. In 1988, the first collection of men's clothing was released, and two years later - Timberland women's clothing. Like yellow boots, clothes are designed for travel, tourism, sports on the water, in the mountains and just for walking. Many models of the brand have sealed waterproof pockets for mobile phones - even in men's swimming trunks. Today Timberland is a global company headquartered in Boston (USA). The head office of the European representative office is located in London, the Asian one is in Tokyo.
"For me, business is deeply personal. Because Timberland is our family business. My father could work on any equipment at the factory. Even when he had free time, he rubbed a piece of skin in his hands, thinking about how to make its quality better. Therefore, we can safely say that the soul is invested in our cause," says Jeffrey Schwartz.
Source: https://kompromat1.online/articles/20516-kak_bednyj_ukrainckij_evrej_natan_shvarts_osnoval_vsemirno_izvestnyj_brend_timberland
