As last week's Fashion Revolution brought the realities of supply chain conditions to light for millions of consumers, companies continue to respond with innovative solutions to the products they sell, thinking differently about how they are made, used and disposed.
Last week, Timbuk2, known for its durable messenger bags, launched a new campaign called the Timbuk2 Life Cycle. The initiative, created to help Timbuk2 solve for product end-of-life issues, has five pillars: Reduce, Reuse, Repair, Recycle and Reimagine. Through a partnership with Yerdle, Timbuk2 owners can give away old bags on the online "sharing economy" community in exchange for points. Those items that don't find a new home will be donated to local nonprofit partners. Additionally, to give older bags a new lease on life, Timbuk2 will help customers repair them through DIY replacement parts and a dedicated full-time "repairs sewer." Bags that need to be retired can be reimagined into new things or recycled with the help of nonprofit partner Terracycle. As of yesterday, the Life Cycle microsite states the program has already "served" a total of 11,212 bags (6,532 reused, 360 repaired and 4,320 recycled).
As the world wakes up to the realities of retail supply chains, companies need to find innovative solutions to addressing the environmental and social impacts of consumerism. For some brands, this means selling more products isn't the end game – it's more about thinking through the whole lifecycle of the product and the value it brings to the customer. The Timbuk2 program has the ability to strengthen relationships with current fans and also capture the attention of brand agnostic customers.