Hip-Hop News: Timberland Company Introduces The Boroughs Project
Five rap artists from New York City have all designed a custom Timberland(R) boot to reflect their community passion.
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Posted by Dave
Rap News Network
1/25/2007 8:03:09 AM

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The Timberland Company announced yesterday the launch of a new community-building initiative called The Boroughs Project.  Under the creative direction of renowned designer Jeff Ng, five artists representing the five boroughs of New York City have each designed a Limited Edition Timberland(R) boot that reflects their passion for their community.  The Boroughs Project will kick off in New York City, and extend into additional cities in 2007 and beyond.
 
The Limited Edition Boroughs boots were unveiled at last night's New York City launch event, with special guests including Boroughs' artists, Atsuko Tanaka, Chris Mendoza, and David Ellis; artist and sneaker aficionado, Andre Trenier, and hip-hop pioneer Daryl McDaniels, founder of the rap group Run-DMC.
 
The boots will launch this January and February at select New York retailers, ranging in price from $150 - $175.  The Queens, Manhattan and Bronx designs will launch January 26, with the Staten Island and Brooklyn styles launching February 26.  In connection with the program and the sales of the boots, Timberland will make a $10,000 donation to each of five non-profit organizations designated by the artists.
 
"The Boroughs Project was created to help inspire people of all ages and backgrounds to express themselves through design.  By partnering with local artists and designers we expect to really tap in to people's passions for each of the boroughs," said Gene McCarthy, Executive Vice President of Authentic Youth, The Timberland Company.  "At the same time, we're excited to bring the collaboration full circle by supporting the important work being done by key non-profit organizations in New York City.  This is an effort truly rooted in community and self-expression."
 
  The designers for the five boroughs boots include:
    * Jeff Ng, artist and founder of Staple Design, representing Manhattan
    * The RZA, rap artist, producer and founding member of Wu-Tang Clan, representing Staten Island
    * Chris Mendoza, painter and line artist, representing the Bronx
    * Atsuko Tanaka, world-renowned photographer, representing Queens
    * David "Skwerm" Ellis, artist and film maker, representing Brooklyn
 
Beginning with stories of inspiration, video shorts and early renderings, the artists' designs will be unveiled gradually on Timberland's new Web site, 10061.com.
 
Consumer Contest
 
Extending The Boroughs Project beyond the realm of established artists, Timberland is calling upon consumers nationwide to express their passion for their neighborhood through the Boroughs Design Contest.  Whether through artwork, written word, photography or another form of self-expression, consumers will be asked to share their community pride on the new Timberland Web site, 10061.com.
 
Submissions can be uploaded to Timberland's new 10061.com site where they will initially be voted on by peers.  Winners will then be selected by a panel of five Timberland judges, based on originality/creativity, relevance to the theme of community and artistic merit.
 
"The whole premise of The Boroughs Project is to celebrate community and the spirit of self-expression," said McCarthy.  "We're excited to see how consumers nationwide express their passion for community, and also to see how their peers react.  This new forum for self-expression will then evolve and grow over time."
 
The Grand Prize winner will be flown to New York City for a private design immersion day.  They will learn first-hand what it takes to be a boot designer, and will also have the opportunity to collaborate with Timberland designers to create their own signature boot.  A limited run of these signature boots will be produced and auctioned off to benefit a qualified non-

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