Christopher Raeburn, the creative director of Timberland, is revolutionizing the fashion industry by championing sustainability and circular fashion. Under his leadership, Timberland is committed to creating products with circularity in mind, and their latest collection, EarthkeepersXRaeburn, is set to debut at the upcoming menswear show Pitti Uomo.
Timberland has set ambitious sustainability goals for itself, aiming to have all of its products designed with circularity by 2030. They also strive to use materials derived from regenerative agriculture in all of their fabrics by the same date. Raeburn’s expertise in circularity has been pivotal in setting and achieving these objectives. His own label, launched in 2006, has always embraced a circular approach, and he has brought this mindset to Timberland.
Raeburn’s collaboration with Timberland has evolved over the years, starting with an apparel collection in 2017 and eventually leading to his role as creative director in 2018. In this position, Raeburn has been able to work closely with design teams in both the USA and London, pushing the boundaries of sustainability and innovation within the brand. He has also been actively forming partnerships and working on undisclosed projects that will continue to challenge the status quo for Timberland.
When asked about his role as the sustainability guarantor for a global brand like Timberland, Raeburn expresses his optimism. He believes that many individuals within Timberland already have the right ideas and a strong commitment to sustainability. The brand’s tree logo symbolizes their dedication to quality and sustainability from the very beginning. Raeburn sees his role as an opportunity to inspire and drive systemic change within the fashion industry.
Raeburn acknowledges the challenges of working for a large corporation like Timberland. Coordinating different elements and aligning projects across a global team requires maturity and strategic thinking. However, he also recognizes the immense impact that Timberland can have. With over 2,000 stores worldwide, the brand has the potential to lead the industry in sustainable practices and inspire other brands to do the same.
In terms of sustainable materials, Raeburn believes that availability and performance are no longer obstacles. Recent advancements in material innovation and testing have paved the way for sustainable solutions. Timberland’s collaboration with Raeburn has allowed them to explore various avenues, from product recyclability to open-sourced projects. Raeburn highlights the “Construct 10061” project as an example of this innovation. This platform enables designers and technical experts to reimagine Timberland’s iconic Yellow Boot model in a sustainable and forward-thinking manner.
Looking to the future, Raeburn sees room for improvement in Timberland’s sustainability practices. He stresses the importance of focusing on natural materials, like leather, and reducing the brand’s carbon emissions. Additionally, Raeburn is a strong advocate for regenerative agriculture and believes that transforming farming practices can have a significant impact on sustainability.
Overall, Raeburn’s collaboration with Timberland has been crucial in driving innovation in sustainability and circular fashion. Through his work, he hopes to inspire other brands to embrace sustainable practices and contribute to a greener future for the fashion industry. With his new collection, EarthkeepersXRaeburn, Raeburn continues to push the boundaries and pave the way for a more sustainable fashion industry.
Useful links:
1. Timberland’s Sustainability Efforts
2. Pitti Uomo Menswear Show
