Imagine a whole week of work and a sunny
Sunday to end it. Imagine that one is able to spend that free time
relaxing on a lakeside, or walking through a mountain pass – or even,
for those who can’t leave the city, enjoying the day under a tree in
the closest park. To jump out of bed full of energy, put on a pair of
comfortable shoes and sling a backpack over your shoulder to walk
towards new horizons. A set of new horizons to be discovered but
mostly to be protected for future generations to appreciate them. It
is for this latter reason that Timberland decided to team up with
associations, companies, and people en-gaged in restoring a balance
between mankind and nature.
Timberland announced ambitious goals for
its products manufacturing in terms of sustai-nability and
environmental impact, so to act coherently with its own beliefs. The
company set the deadline for 2020 for its projects (such as the 100%
eco-friendly cotton and lea-ther use, the relinquishment of PVC, and
the decision to plant up to 10 millions of new trees in the next two years).
The goals have been split into three
macro-areas of interventions: product, environment and community. The
first including all the necessary expedients to reduce the
environmen-tal impact for the different productions as close as
possible to zero, the second being a strong commitment to the process
of reforestation and reappropriation of green areas in cities, the
third interesting the Timberland employees involvement in activities
beneficial for the community.
Timberland decided to focus in
particular on 100% eco-sustainability success in manufac-turing
therefore every product will represent the immediate and concrete
action for preser-ving the environment. In the next two years the
cotton will be fully supplied by certified US industries or those
adhering to the Better Cotton low-impact programme (for which, in 2017
was registered at 81%). In addition to the American supply, Timberland
decided to unify the environmental and humanitarian cause by setting a
partnership with the Smallholder Farmer Alliances of Haiti (an
organization that supports small and medium farmers’ realities in
Haiti). Following the 2017 harvest debut, the company decided to
im-port from SFA’S 34.000 farmers a third of the cotton supply needed
for the world oriented production.
As much as for cotton, leather is a
fundamental material employed by Timberland in its ar-ticles of
clothing. Timberland’s goal for 2020 is for the leather supply to only
come from suppliers awarded with Silver or Gold evaluation – best one
can receive – from the Leather Working Group. The Leather Working
Group develops environmental protocols and moni-tors the
implementation of the same in the leather industry through regular checks.
As for the shoes sector, the goal set
for 2020 is to have at least one ROR component in each shoes design.
The eco-friendly ROR acronym – in Italian – stands for: riciclabile,
or-ganico e rinnovabile; literally, recyclable, organic and renewable.
All the footwear produced in Timberland’s stores will have to be at
least 10% ROR composed by 2020. Such a goal might be a modest one,
nonetheless it is a fundamental improvement in stimulating the general
adoption of these materials in the whole fashion industry.
A whole green production is defined also
through the manufacturing details of clothes, and for this reason
Timberland is willing to let go completely on chemical water repellent
products containing PFC (fluorocarbons that are potent greenhouse
gases). Even the adoption of PVC, one of the most used plastic
materials, has been almost completely abandoned. In order to fight
back the plastic emissions, the one employed by Timberland is obtained
by disposed plastic bottles: 40 millions of plastic bottles were
converted into shoes in 2017 by the company (3 millions more than the
previous year). The volume of re-cycled plastic by Timberland nowadays
amounts to 270 millions.
It is from the desire of making tangible
the value of nature in everyday life that Timberland decided to
regenerate green areas in urban environment in Europe and the US. This
pro-ject, started in 2015, continues in focusing the efforts of
retraining annually selected ci-ties. In 2017, Timberland employees
teamed up with Journeys, KicksUSA, and Urban Out-fitters employees to
contribute in the regeneration of a 2300 square meters area in
Phila-delphia. The area, namely Rail Park, will reopen a few weeks
Regardless of its strong American
identity, Timberland’s approach towards environment is profoundly
global: 10 millions of new trees will be planted by 2020. In 2017
only, almost 414000 were planted bringing up to a total of 9,654,820
from 2001 – a success that is making the company consider increasing
their engagement for the incoming years. The shared numbers are not
comprehensive of the 800000 plants growing in Haiti thanks to the
involvement of the SFA wanted by Timberland. The agroforestry program
combined the necessity for reinstating green areas with the cotton
cultivation, employing more than 3000 farmers.