Outdoor lifestyle brand Timberland is taking customization direct to consumers through a new co-creation partnership with crowdfunded clothing company Betabrand.
The new partnership will help inform the design and product merchandising decisions for Timberland’s new Craftletic collection, tapping directly into Betabrand consumers for insight. The new collection will be built from the ground up, arriving to market in Fall 2016 to Betabrand shoppers and through select Timberland distribution channels.
“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 Senior Director Timberland Innovation Lead Jay Steere.
Timberland’s internal design team has sketched the shape and structure of 14 styles across three unisex boot categories, which will later be narrowed down to styles for men and women. The public design process will take place in two phases; in the first phase, running through March 17, consumers will vote and comment on design elements including materials, color and even if the shoe will be for men or women.
In the second phase, starting May 13, the prototypes will become available for crowdfunding, allowing customers to bid on the footwear they helped create. If the style receives enough demand it will be put into production.
“Timberland is the largest lifestyle brand Betabrand has ever collaborated with and we’re excited about the impact our crowd-sourced design process can have on these boots,” said Chris Lindland, CEO of Betabrand. “Together we’re creating an innovative model through a system that gives new meaning to the term ‘fast fashion’ – using a quick crowd sourcing period to inform design decisions and bring first-to-market product in a faster way than ever before.”