A major green goal for Timberland is to create products that are completely recyclable and biodegradable.
Timberland is already using recycled materials to make its shoes and clothes, like converting used car tyres into shoe soles.
It recently announced a deal with Green Rubber, a company that converts old tyres back into reusable rubber, and two new shoes with soles made from the recycled rubber are set to hit the streets in the autumn.
Jeff Swartz, president and chief executive of Timberland, is a firm believer that big name brands must start engaging consumers on social issues to rebuild trust which has been lost during the on-going financial crisis.
He feels the crisis gives brands with a social message the chance to reconnect with disillusioned consumers.
A good starting point, he believes, is showing environmental awareness and Swartz has ambitious goals to cut the environmental impacts of Timberland shoes, which he notes “are toxic, by definition”.
Swartz says that in a recession brands will be more attuned to the opportunities of good environmental stewardship.
The recession, Swartz says, will not compromise a brand’s sustainability efforts. He says the financial mess is a perfect opportunity for brands to make sure they are giving customers what they really want. That means focusing on good products that are built to last, and rebuilding consumer confidence in brands.