Timberland launches collection of sustainable GreenStride boots – Footwear News
Timberland’s upcoming line of GreenStride eco-boots are sure to turn heads, but some may find the storytelling efforts to support the launch just as compelling.
In partnership with Industry and Icnclst agencies, Timberland today launched its GreenStride campaign, a first digital effort created to celebrate its legacy of innovation and footwear manufacturing. To do this, the brand has created digital photographs, sculptures, videos and animations that aim to bring the benefits of the product to life.
The broader theme of effort, said Timberland, reinforces the fact that you’re “ready for anything” in its GreenStride boots.
In addition, Timberland appealed to a group of change makers it identified for their ability to “go out and work every day for a greener, more equitable future”. The group of five notable people in the campaign includes Chinese-American multimedia journalist Sophia Li; Jon Gray, co-founder of the creative culinary collective Ghetto Gastro; the London ornithology collective Flock Together; Rickey Y Kim, Los Angeles-based creative; and artist and designer Olivia Rose.
“I often say that you recognize a company by its roots, and we are a brand that really has an attitude that inspires people, and ourselves, to roll up our sleeves and work harder,” Drieke Leenknegt told FN. , Global Vice President of Marketing for Timberland. . “The campaign is the expression of our DNA. It’s about innovation, it’s about our vision and it’s about inviting these amazing game changers who are in their community who are positive and push each other every day to improve it, which is very linked to our mission.
Always focused on sustainability, Timberland has outfitted the boots with its lightweight, comfort-focused GreenStride soles, made from a combination of 75% renewable sugar cane and responsibly sourced rubber. In addition, the brand made all looks waterproof. Additionally, Timberland used their TimberDry waterproofing for every look, which is made from 50% recycled plastic, and used their Better Leather which comes from a Leather Working Group silver-rated tannery for its environmental practices.
The line, which she unveiled at an event in New York last night, includes a trio of looks for men and two for women. Men’s looks include the GreenStride Solar Ridge Waterproof Hikers ($ 170), GreenStride TBL Originals Ultra Waterproof Boots ($ 170), and GreenStride Edge 6-inch Waterproof Boots ($ 150). For women, Timberland will ship the GreenStride Ray City 6 inch waterproof boots ($ 170) and the GreenStride Edge 6 inch waterproof boots ($ 150).
Many of the Timberland GreenStride boots are available now at Timberland® specialty stores, wholesalers and Timberland.com. However, the GreenStride Solar Ridge, along with other styles, will arrive in October.