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Friday October 18, 2013 MYT 12:00:00 AM
Friday October 18, 2013 MYT 11:32:46 AM
by kathleen michaelphotos by chan tak kong
Classic boots: Chin showing the iconic Yellow Boot during Timberland’s 40th anniversary celebration.
IN 1973, Sidney Swartz introduced one of the first waterproof leather boots. Made to keep his workers’ feet dry, he incorporated premium full-grain nubuck leather, thick rubber lug soles and unprecedented craftsmanship to create the yellow boot, which became an instant classic.
The ‘Yellow Boot’, created with the working man in mind, was inspired by form, function and craftsmanship, not trends and runways.
Using only premium materials and staying true to the ideals of practical ingenuity, the yellow boot created a standard of quality that inspired every Timberland product today.
Later, it transcended into the world of American hip hop and became an icon in the United States, Europe and Asia.
At the same time, Timberland has made it its mission to produce environmentally-friendly products.
The Earthkeeper Collection reflects its commitment to reduce resource consumption. Each Earthkeeper product is rated by three things — climate impact, sources used and energy consumption — in creating the product.
Product packages are also eco-friendly. Their shoebox for example, is made out of 100% post-consumer recycled content cardboard and uses soy-based inks.
The Earthkeeper Collection is part of Timberland’s sustainable strategy, which encompasses a philosophy behind consumers and Timberland staff as nature’s hero.
Now, about 65% of the products in store are under this range and these products have incorporated some used materials.
Timberland Singapore and Malaysia marketing manager Eleanor Chin said Timberland was the first company in the industry to quantify the process of making its products, called the green index.
“We do this to help consumers understand the impact creating the products have on the environment,” she said, adding that the lower the index shown on the box or the clothing tag, the greener the product is.
The green index can be found on the brand’s website where consumers can do their own research on the impact the product has on the environment by keying in the product’s style number.
“This also creates transparency as we want our consumers to understand what goes into making these products and help them make responsible choices in the outfits they wear,” she said.
She said some T-shirts found at the store were 100% organic cotton, obtained from a community with an organic cotton farm.
Some products at Timberland are also made with repurpose nets, which is used to make Timberland outerwear, while footwear linings are made from recycled PET bottles.
“Through consumer research, it was found that people now look into things that impact the environment. This was also a step towards making an impact in the supply chains,” Chin explained.
To service the community, Timberland has also sent employees to Horqin desert, Mongolia which was affected by a sandstorm.
“We plant more trees to block the sandstorm and every August, we send people over to help the community,” she said, adding that the aim was to plant two million trees by 2015.
On Oct 10, Timberland celebrated the 40th anniversary of its iconic Timberland Yellow Boot that honoured the brand’s heritage of quality craftsmanship.
Consumers had the chance to experience how the art of craftsmanship has been nurtured by Timberland for the past 40 years and how it is being interpreted by the millennial generation today.
Through their ‘Best Then, Better Now’ campaign, Timberland celebrated a special milestone for the brand while sharing their inspiration towards craftsmanship and product innovations that are relevant to today’s generation.
During the week-long celebration, Timberland introduced a workshop — a living, breathing intersection of style, quality craftsmanship and millennial culture.
The workshop, crafted in collaboration with local artisans Kontak!, showcased Timberland’s shared values of sustainability and eco-friendliness by using recyclable and reusable materials for the staging and display areas.
Timberland also collaborated with Art Misfits to showcase a new craft that represents the millennial generation.
The collaboration allowed consumers who purchase the Yellow Boots the opportunity to personalise the iconic product with inspired art pieces permanently etched onto the Yellow Boots using a technique called pyrography, which is the craft of painting with intense heat suitable for materials such as genuine leather.
The celebration also saw the unveiling of this year’s Fall/Winter collection, which features bright coloured clothing and footwear to brighten up the gloomy season.
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Central Region, timberland, malaysia, 40th anniversary, craftsmanship, yellow boot, eco-friendly, repurpose materials, repurpose, green index, organic
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