To kick off Timberland’s largest ever global campaign, Nature Needs Heroes, the brand has teamed up with critically acclaimed south London music artist Loyle Carner and the National Park City Foundation (NPCF), to promote positive change for local communities and the environment.
Loyle joins the ambassadorship at the forefront of the Nature Needs Heroes campaign, announced earlier this month in line with Timberland’s commitment to plant 50 million trees over the next five years. The partnership will see three urban spaces in Croydon transformed and turned into green community hubs to bring the Nature Needs Heroes campaign to life, including a new community square in Thornton Heath, The BRIT School garden and a green overhaul of urban city flats.
Loyle’s personal connection to the area creates a desire to give back to his community. “As someone who grew up deep in south London, I know how little love particular spots have been given. At the same time, I know how much potential these areas have. I feel pretty lucky to be part of a movement trying to bring the community together through ‘urban greening’. I’d been thinking about a project like this for a while, so was over the moon when Timberland reached out. It was clear they shared a lot of my values and didn’t want to take from the community but solely give back to it. A lot of the reading I’ve done recently shows there’s a strong connection between greenery, creativity and mental wellbeing” says Loyle.
The artist has interacted with local residents for ideas, the project will also build on the work done by Croydon Council’s regeneration team and the Thornton Heath community, ensuring the area is developed in a way that can be enjoyed for generations to come. Loyle is also involved in creating a tranquil place at The BRIT School, his old stomping ground. Having approached his previous head teacher, Stuart Worden, this project will develop a tranquil garden for students and staff to enjoy, reflect and unwind. Councillor Paul Scott, Croydon Council’s cabinet lead for planning and regeneration, said: “This collaboration will boost our plans to transform the public space outside Ambassador House and we’re pleased Loyle, Timberland and NPCF have chosen our borough to launch this fantastic campaign”.
Giorgio D’Aprile, Senior Director Marketing Timberland EMEA comments on the partnership “Loyle is a sincere and conscious artist with a humble yet active attitude for a better social and sustainable environment. His values are strongly aligned to Timberland and the Nature Needs Heroes campaign.