Timberland’s New GreenStride Boots Turn to Renewable Cane
Timberland has announced a series of sustainability initiatives over the year since announcing its intention to achieve net positivity by 2030.
Last week, he revealed he hired Jessica Chang, the recent Parsons School of Fashion graduate who won first place at this year’s Redress Design Awards, to create a capsule collection using zero waste techniques. and recycling. In June, he previewed a global recovery program. Two months earlier, she had presented plans to ride her first regenerative rubber shoes in 2023.
On Thursday, the brand owned by VF Corp. has taken a new step towards establishing its ecological benchmarks with the launch of its first GreenStride boot after 18 months of development.
Timberland’s lightweight GreenStride soles are made from a combination of 75 percent renewable sugarcane and “responsibly sourced” rubber for “the highest bio-based content in the industry right now,” said Erin Bradt, senior women’s shoe designer at Timberland, told the Sourcing Journal at the GreenStride launch event on Wednesday.
The âeco-innovationâ will come in several new styles, including the GreenStride Solar Ridge waterproof hiking shoes, the GreenStride TBL Originals ultra waterproof boots and the GreenStride Edge 6 inch waterproof boots for men; and GreenStride Ray City 6 inch waterproof boots and GreenStride Edge 6 inch waterproof boots for women.
âWe go through a thorough adjustment process to make sure [the boots] are comfortable for the consumer, âBradt told the Sourcing Journal. The comfort-first trend is “in our favor right now,” she added, noting how “the rugged silhouettes of GreenStride feminine styles make women feel really powerful and capable.”
âOur designers have worked tirelessly on these progressive new styles designed to work outdoors, from city to trail and back again,â said Chris McGrath, vice president of global footwear design for Timberland, in a commentary. communicated. They’re lightweight, waterproof, and ready for anything.
The GreenStride boots launched Thursday with the GreenStride Solar Ridge. Other styles are expected to follow next month. The launch will be supported by a digital-first global campaign featuring “All of the Above” reporter and co-host Sophia Li, Ghetto Gastro co-founder Jon Gray, LA creator Rickey Y Kim, the “Sculptor botany “Olivia Rose and Flock. Together a London birding collective made up of avian aficionados and people of color.
Timberland’s GreenStride boots aren’t the only eco-friendly styles in the brand’s pipeline. Next spring, she plans to launch a âcity hikerâ specially designed for circularity. The Timberloop Trekker will feature a ‘one-off’ sole construction that will allow the outsoles to be easily removed at a partner facility and for each part to then go into its own unique recycling stream.
Timberland CMO Drieke Leenknegt, who has already spent two decades at Nike, highlighted the growing emphasis on circularity, which she says calls for simplifying shoe design with end of life in mind. “Design[ing] for disassembly “requires natural and environmentally friendly components compatible with take-back programs tasked with converting waste into new salable products,” she told the Sourcing Journal at the event.
Innovating for the future while maintaining consumer expectations isn’t easy, but Leenknegt said GreenStride ticks both boxes. The sole technology treads the planet lighter while still making the boots “more comfortable and responsive,” she added.
Once consumers find out that lightweight comfort is possible, “they’re never going to go back,” she said.
Additional reporting by Jessica Binns.