This Weekend, Timberland Earthkeepers Pops Up in New York City
Timberland pop up in New York City. Photo: Timberland
TreeHugger's Roberta recently reported that Timberland is "sticking to its sustainable agenda" after its acquisition by VF Corp. To that point, the brand is keeping their Earthkeeping community roots strong with a pop-up booth made with reclaimed and recycled materials.
Open today and tomorrow, 11am - 6pm, the Timberland Earthkeepers booth will be holding up fort at the Flatiron Pedestrian Plaza, located on Broadway Avenue between 22nd and 23rd Streets. Unfortunately, you won't actually be able to shop the fall 2011 collection on view--you can find it conveniently available online at Timberland. So if you can steal some time from your Halloween festivities, stroll by the pop-up for a chance to be rewarded for everyday "earthkeeping" activities:
Timberland brand activists will be out and about the area rewarding New Yorkers for carrying reusable bags, recycling water bottles, and other "random acts of Earthkeeping." In return, Timberland will plant a physical tree while you can plant a virtual one via their Plant a Tree application on Facebook. a representative from Million Trees NYC will be on hand to share more about local tree planting initiatives.
Also new from Timberland is an their online Technology Guide. Under the "Eco-Conscious" tab, you'll see the deets behind the brand's eco-labels. Want to know what they mean by Green Rubber? Timberland's Technology Guide will tell you that it means 42% recycled rubber content in the outsoles of their footwear. There's also a link to shop the technology, which brings you to a page with all the styles featuring green rubber, from the outdoor lover's Men's Earthkeepers Rugged 6-Inch Plain Toe Boot ($185) to the city slicker's Men's Earthkeepers Plain Toe Oxford ($99.99).
You can also find out about the following terms to frequent their footwear labels: Recycled PET, Gold Rated Tannery, Silver Rated Tannery, Bionic Canvas, Organic Content, and Renewable Content. The transparency here is especially important given that brands so often use marketing and labeling terms without defining what they actually mean.
Did you check out the pop-up? Don't forget to tell us what you think in the comment section, below.
Like this post? Follow Emma Grady, an award-winning fashion writer and the founder and editor of Past Fashion Future, on Facebook and Twitter.
More Timberland Earthkeepers
Timberland Boots Don't Kick the Can
Timberland Earthkeepers Go Bionic for Recycled Polyester and Organic Cotton
Timberland's Earthkeepers Grant Goes to Worthy Projects