TRAVERSE CITY, Mich.—Importer/wholesale distributor Omni United Pte. Ltd.'s Timberland brand—the first tire line created in partnership with a leading global lifestyle brand—has been recognized for its collaborative sustainability efforts.
Timberland L.L.C. and the tire brand beat out Reformation, Levi's and People Tree to win the WGSN Futures Award in sustainability design. Sagra Maceira de Rosen, a member of the advisory board of Omni United, and Nick Barber, director of apparel design of Timberland, accepted the award in London on May 26.
WGSN is a worldwide organization dedicated to fashion, marketing and lifestyle trends, and analytics. It has hubs in New York, London and Hong Kong, along with 14 other offices throughout the globe. WGSN awards recognize and “celebrate innovation in design, retail and digital in the fashion and creative industries,” according to wgsnfuturesawards.com.
“Winning this prestigious award is an honor for all of us that have been involved in this innovative project that is Timberland Tires,” said GS Sareen, founder and CEO of Omni United.
“It is a great recognition of our approach to build our business based on unconventional ideas and ways to do things. What makes it even more special is that it coincides with the first anniversary of the consumer launch of Timberland Tires in the United States.”
Timberland tires are the first tires purposely designed and created for a second life, according to Omni United, noting “when the tread wears out, the tire lives on, one day recycled into Timberland shoes.”
The Singapore-based tire marketer also has partnered with Liberty Tire Recycling L.L.C., which works to get used Timberland tires to dedicated North American recycling facilities that will ensure they are properly prepared to become part of a Timberland shoe product.
The tire brand also was a finalist in the 2016 Guardian Awards, and the Institute for Scrap Recycling Industries presented Omni United with its 2016 Design for Recycling Award.