Timberland partners with UK designer Christopher Raeburn

Raeburn, whose label of the same name is synonymous with responsible, intelligent fashion design, will be a key stakeholder in developing Timberland's global creative vision; ensuring a holistic design approach across all product categories, marketing and in-store environments, alongside elevating the brand's commitment to responsible sourcing, inclusivity and community. 

Raeburn also heralds craftsmanship, innovation and utility as central to his design philosophy, again creating a natural and authentic connection to the Timberland brand.

As creative director, Raeburn will partner with Timberland's global product, marketing and innovation teams to deliver a forward-thinking look and feel that pushes design boundaries while honoring the brand's outdoor heritage. Raeburn will work closely with each team to create a collection of Timberland footwear, apparel and accessories that further the brand's purpose to step outside, work together and make it better. The first full collection under Raeburn's vision, across men's and women's, will be fall/winter 2020.

"Timberland has a strong foundation in craftsmanship and innovation; now it's time to elevate our brand vision through the lens of design," said Jim Pisani, global brand president, Timberland.  "Christopher Raeburn is a true visionary, who shares our ethos of responsibility and brings to the table a fresh, modern design sensibility. Together we will really push the boundaries of where Timberland can go as a brand, and we're excited to get started."

"I've been watching the Timberland brand for many years and have always been drawn to its commitment to be a responsible business," said Raeburn. "I see an incredible opportunity for Timberland to break out and put responsible, innovative design at the centre of the brand's creative strategy. It's an exciting moment to join forces with Timberland; a company set to evolve following decades of good work. I'm honoured to be partnering with a company with such strong values and I'm truly excited to be making a difference on a global scale."

Raeburn will share his time equally between his own brand and Timberland.  He will be based in his London studio, and travel frequently to Timberland's global headquarters in Stratham, New Hampshire, and regional headquarters in Stabio, Switzerland and Hong Kong.

Timberland and Raeburn first collaborated on a global apparel capsule collection that debuted earlier this year at London Fashion Week and launches in stores and online today. In line with his Remade philosophy, Raeburn scoured street markets and second-hand shops to find vintage Timberland items that he then meticulously deconstructed and remade into iconic, contemporary pieces for the runway. (RR)

Fibre2Fashion News Desk – India