Timberland tries to close the widening skills gap in the trade industries and support women in the industry—this time through a new women’s product line and the “Made for Women Who Make” campaign.
The collection is meant to honor women in the trades, with three comfort aspects meant specifically for women: a more anatomical last with a fitting instep and heel lock; an asymmetrical toe shape and a low profile for a more feminine look, according to the brand.
The boots come in 6-inch and 8-inch heights, and are constructed with an alloy safety toe, anti-fatigue footbed, full-grain waterproof leathers and membranes and an all-weather TPU outsole. Meanwhile, the Riveter clog also boasts full-grain leather, an alloy safety toe and anti-fatigue footbed, as well as static-dissipative protection. Timberland Pro also updated its classic rugged Direct Attach work boot to add its anti-fatigue technology.
“People are retiring from the trades at a faster rate than they are entering, and we see women as a critical group to fill the skills gap,” said Bert Spiller, VP global product creation, Timberland Pro. “In the trades, footwear is like a tool – it needs to perform. And men and women have distinct needs when it comes to fit, comfort and performance on the job. Our new F17 women’s collection has been designed and developed specifically for women in the trades, across a spectrum of indoor and outdoor work environments.”
Timberland Pro also supported the debut of its women’s collection by volunteering at Girls @ Work in Manchester, New Hampshire. The organization gives after school support to girls in an environment where they can learn and develop tools to help them build confidence, along with furniture.
Timberland Pro will debut a dedicated area on its site to assist women interested in pursuing a job in the trades that highlights organizations that can help women get started, as well as non-profit organizations where women can volunteer to help grow the next generation of trade workers.
“As a brand, we want to inspire people to create and do as a way of life,” said Cassie Heppner, director of marketing, Timberland Pro. “Our fall ’17 women’s launch is an exciting opportunity to engage an underrepresented group in the trades and help inspire them to follow their passion for making. In addition to supporting women and the vast qualifications they bring to the trades, this is also an important step in helping to fill the widening skills gap.”
The new line sells for $130 to $162.50 on Timberland Pro’s website.