Milan Design Week: Timberland under a banner of eco-sustainability with the RoBOTL and Rebotl projects

Timberland participates for the third time at the Design Week, consolidating its presence in Piazza XXV Aprile and presenting RoBotl. A project that represents the high ethical value of respect for the environment and sustainability that has always characterized the brand.

This time, the well-known brand avails itself of the prestigious collaboration of the award-winning studio of Giò Forma composed by designers, architects and artists (Cristiana Picco, Claudio Santucci and Florian Boje).

RoBotl, the superhero of eco-sustainability

This is the name of the collaboration that will see a majestic 6 meter high installation stand in Piazza XXV Aprile, from 9 to 14 April, perfectly in line with the concept of this edition called Design your Life: sustainable and conscious design of your choices.

Robotl indeed, is a Superhero. An entity conceived and aimed at showing how the wrong choices and the lack of care of everyday gestures and behaviors lead to “create” that monstrosity that is polluting the ecosystem. Through his educational guide, all of us as Robotl can become superheroes … superheroes of sustainability.

The work will be carried out over the next few weeks following a careful and meticulous search for pieces such as production waste from the design industry and a substantial portion of recycled plastic bottles.

The intent is to transform polluting elements into something meaningful, so that recycling can generate reuse and awareness to reduce pollution sources in everyday actions. Through the monitors will be transmitted educational videos, interviews and stories of the protagonists and will also be launched Rebotl, the new patented footwear collection by Timberland.

Rebotl, the eco-shoes

This capsule collection, as well as having inspired the name of the Superhero Robotl, is an expression of the philosophy inherent in the DNA of the brand and of a constant mission in terms of sustainability and development of an increasingly eco-sustainable product.
Rebotl takes its name from the technology used and includes 5 different proposals, each containing 50% of recycled PET: three oxfords, a chukka and an alpine boot. Rebotl is in fact a light and breathable yarn made with the equivalent of 6 to 8 plastic bottles depending on the model. This technological process starts from the collection phase of non-biodegradable PET plastic bottles, which are recycled and transformed into RPET yarns (recycled polyethylene terephthalate): a material that can be used on different types of products and whose purpose is to reduce almost completely the environmental impact of various production processes.

Rebotl is just one of the interventions that are part of a broader mission of the brand: to become more and more eco-sustainable, in some categories reaching 100% for 2020. As for the “product”, the intent is to reduce almost completely the environmental impact due to different productions. Since 2008, the brand has recycled 310 million plastic bottles that have found new life in the production of footwear and has planted nearly 10 million trees worldwide, as well as dedicating more than 1 million hours to community initiatives.

The ROBOTL Superhero will follow this sustainable trail even in the final phase through the disposal and recycling of its parts. The medallion hanging on the neck will instead become a symbol and a gadget for the public, thanks to the RoBOTL RECYCLING STATION where anyone can transform their plastic bottle into the RoBOTL Medallion. Together with the gadget, a voucher will be given to go to the Corso Matteotti, Galleria San Carlo, Corso Buenos Aires, Piazza Portello, CityLife Shopping District stores and, upon purchase of a ReBotl shoe, a 24bottle will be given as a gift.

A collaboration that perfectly closes the circle of this important project. “Hydration by design” this is the claim of 24Bottles made of 18/8 stainless steel, 100% carbon neutral and BPA-free, to guarantee quality, lightness and comfort, but with attention to style.

Posted By

Francesca Montuschi

Trendsetter sin dai tempi dell'asilo (già allora decidevo i miei outfit). Giornalista di moda, sempre alla ricerca di nuove tendenze, ma nostalgica dell'eleganza del passato.