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'Nutrition' label reveals Timberland's footprint

“For the first time in the footwear industry, every Timberland box will feature a “nutrition” label that reflects the footprint we make in creating the product inside,” states Timberland promotional copy regarding its fall 2006 launch of a one-piece corrugated box that might be called the “eco/envirobox.”

Pw 10455 Timberland1

Bevan Bloemendaal, senior global director for creative services for Stratham, NH-based The Timberland Co. notes that the new one-piece boxes will include 100% recycled post-consumer waste fiber, will be printed with soy-based inks, and will hinge or lock together via die cuts. These will replace two-piece boxes that had to be glued together and included a clay coating. At press time, Timberland was finalizing box and label suppliers and specifications.

Much like a nutrition facts label on food packaging, the pressure-sensitive shoebox labels will include:

• An “environmental impact” section defining energy needed to make the shoe.

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