North Face 2012 Annual Report Download - page 10

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18
The Timberland® brand’s 40-year journey to becoming a leader in
sustainable footwear began with a small step—its founder’s refusal to
compromise. At a time when conventional wisdom said it was impossible to
make a waterproof leather boot, Nathan Swartz went on a years-long quest
to prove them wrong. The result? The Timberland® brand’s first waterproof
leather boot, the iconic yellow “10061.”
This ethos of New England craftsmanship and Yankee ingenuity — the refusal
to make concessions in the desire to create something better — has propelled
the brand’s growth. It has also inspired an impassioned and relentless search
for new, more environmentally and socially responsible materials and
manufacturing processes.
“The central idea of the Timberland® brand is to ‘make it better’— both in
our products and in our communities,” says Robin Giampa, Director,
Communications, Timberland® brand. “We were founded on that ideal,
and it still holds true today.”
In 1973, making a sustainable product meant building it to last. Today, the
Timberland® brand’s promise to consumers is even more powerful —
great-looking, well-crafted and innovative products that are made to perform
without compromising either principles or profits.
SECOND
NATURE
Creating innovative,
environmentally responsible
products consumers
love is second nature to the
Timberland® brand.