Betabrand & Timberland Launch Craftletic™
Web-Wide Boot Brainstorm Now Underway At Betabrand.com
Big footwear and apparel brands like Timberland have always kept the product-design process shrouded in secrecy: Designers and merchants hash out the details in private, then unveil thoroughly baked concepts to customers the world over.
Today, however, Timberland is piloting a more open approach to design, inviting fans to co-create a new line of footwear at Betabrand.com.
Shoe aficionados can now invest themselves in the entire design process — from sketch to fabrication to crowdfundable prototype — and actually help shape their next pair of shoes.
“Partnering with Betabrand gives Timberland the opportunity to engage consumers in a dialogue in a truly innovative way and test new design concepts in real-time, from their infancy through to creation,” said Jay Steere, Senior Director Timberland Innovation Lead.
Last week, Timberland launched 12 concepts on Betabrand.com. Now, after seven days of fan voting and feedback, they've been narrowed down to three design directions.
Fans will have through March 18 to pick their favorite styles, then Timberland will rapidly prototype them for crowdfunding on Betabrand.com.
“Timberland is the largest lifestyle brand we’ve ever collaborated with,“ said Betabrand CEO Chris Lindland, “and we’re excited about the impact our crowdsourced design process can have on their footwear.
“Together, we’re creating an innovative model that gives new meaning to the term ‘fast fashion’, using a brief crowdsourcing period to inform design decisions and bring new products to market faster than ever before.”
Timberland is a global leader in the design, manufacturing and marketing of premium footwear, apparel and accessories for the outdoor lifestyle. Best known for the original yellow boot introduced in 1973, Timberland today outfits consumers from toe-to-head, with versatile collections that reflect the brand’s rich heritage of craftsmanship, function and style.
Timberland markets lifestyle products under the Timberland® and Timberland Boot Company® brands, and industrial footwear and workwear under the Timberland PRO® brand. Its products are sold throughout the world in leading department and specialty stores as well as company-owned retail locations and online.
Timberland’s dedication to making quality products is matched by an unwavering commitment to environmental and social responsibility – to make things better for its products, the outdoors, and communities around the globe. To learn more about Timberland, a brand of VF Corporation (NYSE: VFC), please visit timberland.com or follow us along the modern trail @timberland.
San Francisco-based Betabrand is a crowdfunding clothing company that releases new designs daily.