BEHIND THE STITCH: ALANI
June 21, 2024
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In a major move that’s sending ripples through the footwear and fashion industries, Darren McKoy, affectionately known as DMac, has officially taken the reins as Vice President of Product Design and Creative Direction at Timberland. The announcement, made earlier today, marks a new chapter for both McKoy and the iconic outdoor lifestyle brand. It follows McKoy’s decade-long tenure at Dr. Martens, where he served as Creative Director and was instrumental in reshaping the British bootmaker into a billion-pound global force.
McKoy’s legacy at Dr. Martens is nothing short of remarkable. When he joined the company, it was valued at £136 million. By the time of his departure in early 2025, the brand had grown to be worth over £1 billion. His tenure was defined by a seamless blending of heritage and innovation, pushing boundaries while staying true to the roots of the Dr. Martens identity. Known for his instinctive approach to storytelling and design, McKoy led some of the brand’s most defining collaborations with global fashion heavyweights such as Raf Simons, Marc Jacobs, and A-COLD-WALL*. He reimagined staples like the 1460 boot, giving them new life without diluting their authenticity–a skill that positioned Dr. Martens at the intersection of streetwear, subculture, and high fashion.
Now, McKoy steps into a role at Timberland that carries both legacy and immense opportunity. The American brand, best known for its classic wheat boot, has in recent years been on a mission to evolve beyond its rugged workwear origins. Timberland has been investing heavily in forward-thinking initiatives like its Advanced Concepts and Energy (ACE) team and the CONSTRUCT:10061 innovation workshop. These platforms serve as creative incubators, fostering collaborations and experimental designs that nod to Timberland’s heritage while speaking to a new generation of consumers.
Perhaps the most visible expression of this evolution was the 2023 launch of Timberland’s Future73 project, a celebration of its 50th anniversary. The initiative brought together a diverse roster of global designers–among them Samuel Ross of A-COLD-WALL*, Humberto Leon of Opening Ceremony, and Suzanne Oude Hengel–to reinterpret the iconic six-inch boot. The project was a bold statement: Timberland was not just looking back; it was actively charting its future.
McKoy’s appointment could not come at a better time. Timberland has expressed a clear ambition to expand its offerings beyond footwear into lifestyle and apparel, with an emphasis on inclusivity, sustainability, and cultural resonance. There is a strategic pivot toward engaging younger audiences, particularly women and fashion-forward consumers, who demand authenticity alongside innovation. McKoy’s ability to lead with vision while delivering commercially successful products makes him uniquely suited to guide this transformation.
As he steps into this pivotal leadership role, the industry is watching closely. With Timberland eager to broaden its identity and McKoy ready to bring his design philosophy to a new stage, the fusion promises to be groundbreaking. Whether it results in revolutionary silhouettes, unexpected collaborations, or fresh storytelling around outdoor culture, one thing is clear: the next era of Timberland will not be business as usual.
Darren McKoy is more than just a creative mind; he is a proven brand builder. And as he brings that vision to Timberland, the industry waits in anticipation for what he will lace up next.
