Timberland is part of a scheme that will see tyres made for walking! It has announced a pioneering tyre recycling partnership which will quite literally help style and eco-conscious vehicle owners get more wear out of tyres.
The outdoor wear giant has launched Timberland Tires, in a bid to ensure old tyres get a new lease of life, after teaming up with tyre manufacturer Omni United. The aim is to make it easier for the material in old tyres to be repurposed as soles for footwear.
The announcement marks the culmination of a three year partnership that aims to reduce demand for Virgin rubber from the footwear industry.
Stewart Whitney, president of Timberland, commented: “Our partnership with Omni United marks a new day for the tyre and footwear industries. An outdoor lifestyle brand and an automotive industry leader may, at first blush, seem unlikely partners – yet our shared values have given birth to tyres that express a lifestyle, deliver performance and safety, and prove that sustainability can be so much more than a theory. It’s this kind of cross-industry collaboration that’s fuelling real change and innovation in the marketplace.”
The companies said the US-made tyres featured a “rubber formulation that is appropriate for the recycling of the tyres at the end of their useful life into Timberland shoes, rather than alternatives such as being used for tyre-derived fuel or ending up in landfills”.
Significantly, the companies will also launch a tyre return process designed to ensure the new tyres are returned to dedicated recycling facilities that will then turn the old tyres into crumb rubber that will be processed into sheet rubber for use by Timberland sole manufacturers.
G.S. Sareen, president and chief executive of Omni United, added: ”Omni United and Timberland are taking an entirely different view of sustainability by designing Timberland Tires for a second life from the outset. That is one of the reasons why establishing a take-back and recycling programme before the first tyre is sold – and choosing an appropriate rubber formulation for recycling the tyres into footwear – is so critical. Our intent is to capture every worn Timberland Tire and recycle it for a second life, so none is used as fuel or ends up in a landfill.”
Denna Bowman, Head Office