Timberland Earthkeepers - A Step in the Right Direction
Timberland has a pretty funny ad (above) for their new line of shoe called Earthkeepers. Obviously the Earth is a fan, but what, exactly, is it that makes the shoes environmentally sound?
According to Timberland: "Earthkeepers is a line of premium Timberland footwear and apparel product that reflects our commitment to "Make it better." Beginning in 2008 Timberland product with the Earthkeepers label must meet design criteria around recycled, organic and renewable material content, solvent-free adhesives and reduced climate impact."
What is that criteria? So far the current Earthkeeper boots boast a percentage of recycled materials ranging from as little as 15% to 80% (this is based on our own research and not an official statement from Timberland), which is a start, but not necessarily as eco-friendly as the ad might lead you to believe. That's not to say that the organic laces and lining aren't a nice touch, but the proverbial footprint of the shoe itself could, and most likely will, be lightened even more. Figuratively, of course.
Don't get us wrong, this isn't a criticism of Timberland or their new Earthkeepers. As a company Timberland is a leader in going green and we applaud that loudly. This is just a little bit of hope and excitement that the Earthkeeper continues to evolve and take mainstream sustainable footwear to a whole new level. If anyone can do it, it's Timberland.
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