New meaning to fast fashion? Timberland customers to crowdfund boot range
Outdoor brand Timberland is offering consumers the chance to crowdfund and help design a boot – a move it says will enable it to “engage consumers in a truly innovative way”.
Timberland's design team have sketched the shape and structure of 14 styles across three unisex boot categories and consumers are invited to vote for their favourite on project partner Betabrand's site, while suggesting materials and colour.
The best-received idea for the Craftletic range will be made into a prototype and will be available for crowdfunding on May 13. Consumers will be asked to bid on the footwear and this will determine if the chosen design has created enough demand to go into production.
Chris Lindland, CEO of crowdfunded clothing company Betabrand, said: "Timberland is the largest lifestyle brand Betabrand has collaborated with and we're excited about the impact our crowd-sourced design process can have on these boots.
“Together we're creating an innovative model through a system that gives new meaning to the term 'fast fashion' – using a quick crowdsourcing period to inform design decisions and bring first-to-market product in a faster way than ever before."
