Timberland to strive for sustainable fashion under new global creative director Christopher Raeburn
today Oct 25, 2018
Timberland has taken another step in the direction of a more sustainable fashion. The US brand, famous for its Yellow Boots, has recently hired a new global creative director, British designer Christopher Raeburn. The choice is far from trivial: Raeburn is passionate about recycling and is known for his engagement in sustainability, and Timberland has plans in this respect for the near future. The US brand took advantage of the launch of its collaboration with Raeburn - a ready-to-wear apparel line for this autumn - to announce the appointment.
"Timberland has a strong foundation in craftsmanship and innovation; now it's time to elevate our brand vision through the lens of design," said Jim Pisani, global brand president at Timberland. "Christopher Raeburn is a true visionary, who shares our ethos of responsibility and brings to the table a fresh, modern design sensibility."
Raeburn commented: "I see an incredible opportunity for Timberland to break out and put responsible, innovative design at the centre of the brand's creative strategy. It's an exciting moment to join forces with Timberland; a company set to evolve following decades of good work."
Raeburn, 36, set up his fashion design studio in 2009. Since he first started in the industry, he has been engaged in favour of ethical, sustainable fashion, and his design ethos encompasses three key pillars – Remade, Reduced, Recycled. Raeburn shows his collections in London, and previously collaborated with Victorinox in 2010 and Moncler in 2012.
The first Christopher Raeburn x Timberland capsule collection was presented at the London Fashion Week at the start of 2018, and has been available since last Saturday in Timberland stores and on the US brand’s e-shop.
By working with Raeburn, Timberland wants to push its Corporate Social Responsibility strategy further, adopting a “holistic approach” which will encompass all product categories, as well as marketing and retail initiatives. Timberland is keen to develop more eco-responsible sourcing and come across as a more inclusive brand, with an emphasis on shared values. Christopher Raeburn will divide his time between his London studio, Timberland's global headquarters in Stratham, New Hampshire, and its regional headquarters in Stabio, Switzerland, and Hong Kong. The first full Timberland collection designed by Raeburn will be launched for the Autumn/Winter 2020.
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