Timberland's Greener Future through Innovation
Timberland is on a mission to inspire and equip a new generation to step outside and move the world forward. For FW21, the brand furthers its commitment to a greener future by bringing one of its most eco-conscious and comfortable experiences ever to boots. These new styles feature Timberland’s proprietary GreenStride innovation and the upcoming eco-friendly GreenStride boot range is sure to turn heads, however, some may find the storytelling efforts to support the launch equally compelling. In partnership with agencies Industry, Timberland launched its GreenStride campaign: a digital-first effort created to celebrate its heritage of innovation and bootmaking. To accomplish this, the brand created photography, sculptures, video and digital animations that are aimed to bring the product benefits to life in a virtual world.
Timberland also tapped a group of changemakers it has identified for their ability to “step outside and work every day toward a greener and more equitable future.” The group of five noteworthy people in the campaign includes Chinese-American multimedia journalist Sophia Li; Jon Gray, co-founder of the creative culinary collective Ghetto Gastro; London-based birdwatching collective Flock Together; Los Angeles-based creative Rickey Y Kim; and artist and designer Olivia Rose.
Forever focused on sustainability, Timberland equipped the boots with its GreenStride lightweight and comfort-focused soles that are made from a 75% combination of renewable sugar cane and responsibly sourced rubber. Additionally, the brand made all of the looks waterproof. Timberland also employed its TimberDry waterproofing for each look, which is made of 50% recycled plastic, and used its Better Leather that comes from a tannery rated Silver by the Leather Working Group for environmental practices. The “eco-innovation” will come in multiple new styles for both men and women.
By Alexa Bouhelier-Ruelle
Photos provided by brand