Las Vegas, Nevada – Tire manufacturer and distributor Omni United has announced a collaboration with lifestyle clothing brand Timerbland to produce tires that would ultimately be turned into footwear soles.
The co-branded line of products, under the Timberland and Radar Tires names, will be the first tires ever purposely designed to be recycled into footwear.
The products were unveiled at the Specialty Equipment Market Association (SEMA) automotive trade show in Las Vegas on 4 Nov.
The companies said the idea was conceived three years ago when they came together to discuss the issue of virgin rubber use in their respective sectors.
“Timberland Tires is the first tire brand to embrace a holistic approach, rather than a more traditional approach based on product attributes alone,” said G.S. Sareen, president and CEO of Omni United.
To bring the tire-to-shoe continuum to life, Timberland and Omni United have established an “industry-first tire return/chain of custody process.”
The network is intended to ensure the tires go directly to dedicated North American recycling facilities to begin their path toward a second life as part of a ‘Timberland’ product.
With warranties targeting 50,000 to 80,000 miles depending on tire model, Timberland and Omni United anticipate that the first lot of returned Timberland Tires will be ready for recycling in late 2017.
Until a critical mass of supply comes in, Timberland and Omni United are seeking alternative recycled rubber compounds for a special collection of Timberland boots with outsoles inspired by the treads on Timberland Tires. These boots are slated to launch in fall 2016.