It works like this. If there’s still life in the product, it will be cleaned up and resold. If it’s reached the end of its life in its current guise, it’ll be disassembled. The parts will then be reused in the production of new products. There’s no cost to the customer and returns can be made online or in store. They’ll even get a 10% discount off something new from Timberland.
This new program is part of Timberland’s aim to create a net positive impact by 2030 with all its products. This means that 100% of the natural materials it uses will be sourced through regenerative agriculture that removes carbon from the air and helps restore the environment. The Timberloop program also hopes to “close the loop” and create zero waste.
This idea of giving products the longest life possible is embedded in the brand’s ethos. “Timberland products are already designed to be durable and long-lasting, and I love the idea of extending that even further with a second life outside the landfill,” says Susie Mulder, global brand president for Timberland.
Last year, we saw the release of a more Earth-friendly boot from the brand with its GreenStride™ eco-innovation: a natural foam made from a 75% combination of sugar cane and responsibly sourced rubber. This Spring, on Earth Day (April 22), Timberland will also unveil the Timberloop Trekker City Hiker which features a removable sole, making the recycling process even simpler.
By taking on the responsibility and the cost of recycling its own products, the Timberloop program demonstrates a change in how brands think about what they produce and what happens to those products once they leave the shelf. And it’s not just Timberland. We’re seeing other brands implement similar programs, including Converse’s Renew Labs Fitzroy and the Choose to Give Back initiative from adidas.
We’ll be interested to see how the program develops and get a look at the recycled products that result from it. That old boot you’ve got at the back of the cupboard could have life left in it yet.
The program launched in the US this month, and will be available worldwide soon. Check the Timberland website for more details.