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https://www.lifegate.it/eco-innovazione-circolarita
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Today the Earth needs heroes.Citizens, entrepreneurs and governments ready to get involved to protect and save nature from environmental crisis.He also strongly believes in it Timberlands, a historic American brand of outdoor clothing, footwear and accessories, which has made the circularity and of theeco-innovation his philosophy.In the belief that "a greener future is a better future”, Timberland is basing its entire production strategy towards ambitious and precise objectives, clearly summarized by the formula “better products, stronger communities, a greener world”.
The future is circular
Precisely to tell how it is carrying out its commitment in the field of sustainability, Timberland has decided to launch a series of meetings to share and talk about results and ambitions aimed at making the planet a greener place, not only by producing in a more sustainable way, but becoming a promoter and spokesperson for the benefits and advantages that green culture brings with it.An effort which, however, Timberland cannot do alone and for which it calls upon the entire community, inviting everyone to become heroes of change, that is, people who choose to shape their lives and their profession by being inspired by nature and focusing on circularity.To give substance to these values, the brand has decided to invite some of them to talk about and explore themes and experiences during a series of meetings, workshops and environmental projects open to the public.A simple way to discover all those good practices, which, together, can help not only the fashion sector but the whole of humanity, to definitively reverse the trend and re-establish a new balance with the planet.
Today the environment suffers from a state of degradation.As a brand involved in the fashion industry, we feel involved in this issue
We start with a talk on eco-innovation
The program includes a series of events, organized at the Milanese store GOLDSMITH11, which will also be streamed and podcasted on www.orefici11.com. They will be inaugurated by a digital talk dedicated toeco-innovation that the March 1st will open the eco-innovation week, with guests and insights related to products and processes that contribute to sustainable development, obtaining direct or indirect ecological improvements on the environment.Each of the entities involved will also talk about their commitment to "creating culture", to promote change and circularity.For those who miss the streaming, you will be able to find a podcast of the talk the following day on Spotify on the OREFICI11 profile.
Guests of this first meeting will be Isabella Colombo, global product director, women's casual footwear at Timberland, who will present the innovative product Timberland GreenStride™; Barbara Meggetto, president of Legambiente Lombardia, who will talk about the Hidden Cascina project, located inside the Sempione park and of which Timberland is main donor; Daniele D'Orazi, Marangoni Institute Milan tutor, who will explain how recycled material can be transformed into something aesthetic and innovative and how fashion and design collaborate to create a culture of sustainability among the new generations.Media partner of this cycle of debates will be LifeGate, who will participate in the event on March 1st with the scientific director Simone Molteni and its managing director Thomas Perrone, as moderator.
For all participants in the live stream or podcast, Timberland reserves one special gift to be collected at the OREFICI11 store, in via Orefici 11 in Milan, which will allow, by going to Cascina Nascosta, to receive a second zero kilometer gift prepared in their Latteria.
The subsequent talks will take place in conjunction with the World Sustainability Days, starting from 22 April, on the occasion of the World Earth Day.
GreenStride, Timberland's sustainable comfort
During the talk on March 1st dedicated to eco-innovation Timberland will present its new GreenStride™ soles, designed to be “naturally comfortable”.A practical example of the results achieved thanks to eco-innovation, which in this case allowed the brand to replace 75 percent of the petroleum-based materials, normally used for the soles, with a new foam obtained from cane from sugar and rubber extracted from trees.Also used in the new Solar Wave and Bradstreet Ultra collections for women and men, the GreenStride™ comfort soles are the perfect demonstration of how the search for more sustainable solutions can combine innovation, comfort and circular design, in everyone's interest.GreenStride™ is just one of the eco-sustainable materials patented in recent years by Timberland, which has long chosen to set its production strategy towards reducing its impact.
We are very excited about this journey and we hope to push the entire sector to work together to change the path towards a future that affects us all.
“Net positive” objective
The clothing sector is among the most polluting in the world.This is mainly the fault of fast fashion, which has accustomed us to considering clothes and accessories almost like disposable goods.However, sensitivity towards this topic is growing in the world of fashion, which fortunately can also count on virtuous brands that have been directing their own production strategy from a sustainability perspective.Among these there is also Timberland, convinced that becoming protagonists of change for a brand means committing to producing responsibly, protecting the environment and strengthening communities around the world.
“Timberland has been working to reduce its impact for decades, but the time has come to do more,” says the general manager Timberland EMEA Mariano Alonso, committed to giving a decisive boost to the process that combines natural, renewable materials from responsibly managed sources with innovative technologies.
This effort leads the American brand to aim ever higher, setting itself a goal that goes beyond carbon neutrality and points to a net positive impact on nature by 2030.“Imagine a boot that gives back to the earth more than what was taken from it during production,” explains Alonso.“By following nature's lead and focusing on circular design and regenerative agriculture, we aim to move the needle on producing a 'net positive' impact, to go beyond sustainability and help nature thrive” .
In concrete terms this means promoting agroforestry models that include forestry activities reforestation and contribute to guaranteeing lasting benefits to the environment in which they are practiced, reaching 100 percent natural materials obtained thanks toregenerative agriculture and 100 percent products based on circular design.