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Campaigns Editor's pick Retail sustainability

Timberland debuts 13-foot installation in NY to accompany green pledge

Timberland
Timberland

 

Timberland is celebrating its 45-year anniversary with a pop-up park and 13-foot replica of its iconic Premium 6-Inch Wheat Boot in New York City.

Displayed in Flatiron District for one day only (Tuesday, October 16), the park and the boot installation represent the intersection of the brand’s New England roots and today’s modern city lifestyle.

The pop-up park has grass, benches, and living birch trees where visitors are encouraged to write and post their own eco-pledges. They are also invited to build their own potted succulent plant, a gift to green their personal space in the office or at home.

The park’s opening is otherwise the kick-off to a week-long series of events. On Wednesday, elements of the pop-up will then find a home at the Manhattan Center for Science and Mathematics in East Harlem. More than 150 volunteers from Timberland, Journeys and the Student Conservation Association are coming together to restore a rooftop greenhouse, install a living roof and construct an outdoor classroom and gathering space.

This is part of Timberland’s pledge to create or restore 500K square feet of green space in US cities over the next five years. To increase the visibility of those actions, Timberland partnered with YouTube phenom Mahogany Lox, this season’s brand ambassador.

Timberland
Timberland

“At Timberland, we are guided by a greater purpose — to step outside, work together and make it better. Urban greening is a powerful way to bring this notion to life,” said Jim Pisani, global brand president at Timberland. “Green spaces are the heartbeat of a community. They not only provide a place to play and explore, they also help enhance quality of life. Simply put, they make neighborhoods stronger. We are proud to make this commitment today, so these vibrant city spaces can be enjoyed for generations to come.”

The end of the celebration takes place at the brand’s newly launched pop-up store, located at 511 Fifth Avenue until January 2019. The concept space embraces nature and experiences with shopgoers surrounded by 2,000 native New England plant species and able to see Instagram-friendly spaces called “Rain Room,” and ”Snow Room”.

All day on Friday, October 19, the public will have access to entertainment, giveaways, and boots raffled off every hour beginning at 12:30pm in the store.

Further urban greening events are taking place in Chicago and Los Angeles during the week.

How are you thinking about innovation? We’re all about helping you build innovative integrations and experiences. TheCurrent is a consultancy transforming how fashion, beauty and consumer retail brands intersect with technology, powered by a network of top startups. Get in touch to learn more.

Categories
Editor's pick product technology

Project Jacquard: Google and Levi’s launch the first ‘smart’ jean jacket for urban cyclists

Levi's Commuter x Jacquard by Google

At initial glance, the new “Levi’s Commuter x Jacquard by Google Trucker Jacket” appears like a straightforward piece of clothing. There’s nothing that shouts technology – no big flashing screens, no hefty battery packs, no suggestion that it does anything more than just look good.

In fact, explore a little closer and the only unusual thing you’ll spot on this jean jacket is a slight error in the weave alongside a black strap partially wrapped around the cuff of the sleeve, modeled as a version of what you’d find on a trench coat.

Announced today at Google I/O, the item is indeed a subtle piece of wearable technology, and the outcome of the yearlong collaboration between Levi Strauss & Co and Google’s Advanced Technology and Products (ATAP) group, under the banner of Project Jacquard.

Head over to Forbes for an exclusive interview with Ivan Poupyrev, technical program lead at Google’s ATAP and Paul Dillinger, VP of global product innovation at Levi’s, on everything to do with the new item.

Categories
e-commerce

Digital India: Ready for take-off

pernia

It may not be the world’s most mature e-commerce market but it’s set to grow 10-fold in the next five years. Which market am I talking about? India, of course.

A new report says it’ll be worth $100bn in five years and perhaps $250bn in a decade, as internet penetration increases, more consumers get smartphones and digital networks reach rural areas.

Who says so? Direct selling industry body FICCI and consultants at KPMG, The Economic Times reported.

And the growth will start quickly, especially as Indians will own 350m smartphones by 2017 with 500m people in the country having broadband access.

Now those figures may look large but if you take into account that India’s population is 1.267bn (which works out at 17.5% of the world’s total population), they actually seem quite small. That’s because, despite the expansion of the internet into rural areas, it’s still the urban middle class that has been driving uptake and that will continue to do so.

Still, the growth potential is huge because Indians are moving en masse into cities. The government estimates that by 2030, it would see 350m people moving from rural to urban areas and by 2050, 700m people.

The potential for digital selling is staggering…

This post first appeared on Trendwalk.net, a style-meets-business blog by journalist, trends specialist and business analyst, Sandra Halliday. (Picture courtesy Perniaspopupshop.com)