To promote the protection of the reforestation in Haiti, Timberland is teaming up with Grammy award-winning musician Wyclef Jean. Wyclef is one of seven Earthkeeper Heroes within the company’s Earthkeepers program. The initiative aims to catalyze a movement of environmental and social activists. A first for both the lifestyle label Timberland and Wyclef Jean, this partnership wants to motivate and inspire consumers to take action in protecting the environment.
In 2005, Wyclef founded Yéle Haiti, a foundation to build global awareness for Haiti while helping to transform the country through programs in education, sports, the arts and environment. Similarly, Timberland supports global social justice and environmental stewardship, planting more than one million trees and greening 300 communities throughout the world.
“It is not common to find an agreement between an individual and a corporation with so many altruistic synergies. I am truly humbled and excited to begin our journey together. Timberland is not only a brand I have worn as long as I can remember, but now I feel I have gained a friend in Jeff [Swartz, Timberland’s President and CEO] and the respect of what is beyond a brand. I have the utmost respect for what he and his company stand for not only in its legacies but in its future. I am looking forward to making change together”, says Wyclef Jean.
Wyclef and Timberland worked on a 16-boot footwear collection, due to launch late November under the Timberland Earthkeepers line. The collection of eco-conscious footwear, made from recycled and organic materials, will be available globally for men, women and kids. In addition to the boots, ´Tree´ tee shirts designed by Haitian art students from the FOSAJ Art School in Jacmel, Haiti will be sold in Timberland stores and on timberland.com. For every pair of shoes sold, $2 will be donated and for every T-shirt, $1 will go to the Yéle Haiti Foundation to support reforestation and art programs in Haiti.
As part of Wyclef’s forthcoming Wyclef Jean album launch and tour throughout 2010, Timberland will create a collection of eco-conscious apparel to be sold at his concerts and on online at wyclef.com, with a percentage of proceeds to be donated. The range will feature organic concert t-shirts and hats as well as Earthkeepers Yéle Haiti boots.
Nicola
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