Timberland has announced plans for its products to be fully sustainable by 2030, as the brand turns to nature for inspiration, driving innovation through regenerative agriculture and circular design.
The fashion brand has set two specific, measurable goals to achieve by 2030. Firstly, that 100% of products – across footwear, apparel and accessories – are to be designed for circularity. On the front end, products will be made using materials that would have otherwise gone to waste (e.g., plastic bottles, scrap leather, scrap wool). Products will also be designed to be recyclable at “end of life,” so they can be disassembled and made into something new.
Timberland’s second goal is for 100% of natural materials to be sourced from regenerative agriculture. Regenerative agriculture practices mimic nature. They allow animals to roam and graze in their natural patterns, giving the land a chance to rest and heal. And they ensure a variety of crops, replicating the diversity found in nature.
These practices enable the land to pull carbon out of the atmosphere and efficiently store it in the ground, rebuilding the structure of the soil and leading to healthy, hydrated, fertile ground – and ultimately, net positive impacts for the land and the farmers.
Beyond leather, Timberland is working with pioneering regenerative farmers to pilot new regenerative rubber, cotton, wool, and sugarcane supply chains in pursuit of its 2030 goals.
Colleen Vien, director of sustainability for Timberland, said: “The environment today is in a degraded state. As a footwear and apparel brand, we are part of the problem. For decades Timberland has worked to minimize our impact, but it’s time to do better than that.
“Imagine a boot that puts more carbon back into the land than was emitted during production. By following nature’s lead, and focusing on circular design and regenerative agriculture, we aim to tip the scales to have a net positive impact – to go beyond sustainability and help nature thrive. We are incredibly excited about this journey, and hope to inspire the industry as a whole to work together and change the trajectory of our collective future.”
Through circular product design, Timberland strives to achieve zero waste, working toward zero impact. By sourcing all its virgin natural materials through regenerative agriculture, the brand believes it can push past net zero and have a net positive impact on nature.
Rosa Medea is Life & Soul Magazine’s Chief. She writes about lifestyle including sustainable and green living.