Timberland launches new category to shoe unsung heroes of the hospitality industry

Timberland PRO, the brand’s line of footwear and apparel designed to deliver comfort, durability and performance for skilled trade professionals, is stepping into a new category with the introduction of hospitality footwear. The New Hampshire-based brand launched the new Burbank collection with an intimate pizza making event in collaboration with TikTok chef Cassie Yeung on Tuesday, March 19, at Little Charli’s pizzeria in Manhattan. Guests, or amateur pizzaiolos, were invited to choose between the slip-on or lace-up version of the all-black stain resistant style and test its effectiveness as they whipped up a Pizza Margherita under the guidance of the popular social media chef.

FashionUnited spoke to Ryan Murphy, Brand Marketing Director at Timberland, about the gap in the shoe market that motivated the launch.

Why should hospitality workers swap out their favorite sneakers for the new Timberland styles? 

Since our brand’s inception, Timberland was beloved by trade professionals because of our footwear’s durability and craftmanship. When Timberland PRO was born in 1999, we expanded the brand to specifically create premium and innovative footwear and apparel for workers to perform their very best. Launching this new category, the Burbank Collection focuses on all day comfort, breathability and slip resistance. The consumer will know they are getting quality and performance-ready footwear. 

Did Timberland involve hospitality workers in the design of the product or test the shoe before the launch?

Timberland PRO has an extensive wear testing process for every single product that is launched into the marketplace. The footwear did undergo rigorous testing with wear testers to ensure they meet the safety specifications for the industry as well as provide the comfort, performance and durability that the hospitality professional needs every day.

Are there any plans to work with corporations or national hospitality chains to provide the shoe as part of a work uniform?

Timberland PRO is always on a mission to celebrate and inspire skilled professionals so we would love that.

What was the purpose of pizza-making as a launch activity?

We like to provide an experiential activity so that guests can test our product features and benefits in real life situations. In this case, we wanted to test the canvas upper that is with 3M Scotchgard fabric protector to help repel liquids and block stains. Timberland PRO 24/7 Comfort System technology that reduces footwear fatigue and Gripmax Rubber Outsole for superior slip resistance in the kitchen. What better way to test out new hospitality shoes other than a pizza-making event with chefs in a restaurant’s kitchen! Who doesn’t love pizza? 

Why did Timberland choose to collaborate with Cassie Yeung?

Cassie Yeung is a social media chef and Tiktok sensation. We admire her hard work, passion and expertise in her field. With this partnership, we wanted to attract an audience such as hers and introduce them to the new Timberland PRO offerings.

The additional specific innovations behind the Burbank range include the use of metal- and mutilation-free canvas; and breathable, moisture-wicking linings made of ReBOTL fabric containing at least 50 percent recycled plastic with an antimicrobial treatment for odor control. With kitchen performance top of mind the Gripmax Rubber Outsole is designed to channel away liquids such as oil, grease, and water while the lightweight Greenstride EVA midsole made with 65 percent renewable natural materials derived from sugarcane and natural rubber is focused on providing long lasting comfort.