Timberland's Second Wind

Not only investors of precocious Fashion houses are puzzled by attracting the attention of a youth audience.Now they have been joined by dinosaurs such as Timberland. Last week, was appointed creative director of the brandChristopher Raeburn (Christopher Raeburn). This English designer gained fame by creating outerwear from materials for the army: blankets, parachutes, decommissioned sleeping bags, etc. "The age of some of the models he developed reaches 40, 50 and even 60 years.

Rayburn is considered the most eco-friendly fashion designer, because he works even with scraps of materials: collects them and makes cute toys, bunnies and dogs.10 years ago in London, he released his first collection under his own brand, which caused such a crazy stir at the London Fashion Week show that retailers lined up to get at least part of it. The Rayburn brand is a whole philosophy that raises the problems of our time and demonstrates possible solutions.

Now mass brands want to eat away some of the attention from designer brands, and with such a powerful message to millennials, there are also a few of their budgets. Inviting a designer with advanced views should influence sales among young people. Rayburn's recent collaborations with Off-White, Mastermind Japan, Nike, Ronnie Fieg, Engineered Garments have been very successful. We will soon see if Timberland will get a new birth due to its cunning.

Photo: Timberland