Timberland and American Eagle have launched a collaborative collection of 14- athleisure pieces comprising anorak jackets, flannels and waterproof lace-up boots in sizes XS to XXL. The apparels in this collection are priced from $34.95 to $139.95 while the hats and boots are priced in the range of $19.95-$170.
The collection mostly includes menswear. However, the apparel pieces can also be styled for women. Though mostly comprising technical outdoor apparel, the range also offers everyday wear.
The collaboration also plans to launch a 19-piece outerwear and footwear capsule collection on Oct 24, and a 12-piece denim and denim-inspired footwear collection on Dec 12. These collections will blend American Eagle’s denim roots with Timberland’s heritage craftsmanship, besides evoking a sense of the’90s nostalgia, says Jennifer Foyle, President and Executive Creative Director of American Eagle and Aerie.
An integral part of many brands’ strategies, collaborations help brands expand their customer base and reach new markets.
Last week,VF Corp-owned Timberland launched a 6-inch boot in collaboration with streetwear brand JJJJound. Earlier in the year, Timberland launched a collection in partnership with Japan-based streetwear label White Mountaineering, and a 2022 capsule with stylist Veneda Carter.
Meanwhile, the Q2, FY24 revenues of Timberland’s parent company VF Corp declined by 9 per cent Y-o-Y with the boot brand’s revenue declining by 10 per cent during the quarter. On the other hand, the Q2, FY24 revenues of American Eagle increased by 8 per cent Y-o-Y to $1.3 billion. The earnings followed the company’s launch of its fall back-to-school campaign and a new brand platform featuring a refreshed ‘Live Your Life’ marketing message aimed at its core Generation Alpha, millennial and Generation Z customers.
