Design for Repurpose: Circular Product Design Series | Annie Clementine

Annie Clementine
2 min readMay 16, 2022


Annie Clementine on repurpose: reuse the product or components thereof in a new product with different function.

Today, we’re taking a closer look into the Repurpose method. For those of you who are just joining our circular journey, the ten principles have been created by the work of the City of Amsterdam, as part of their Circular City Strategy.

Repurpose: Reuse the product or components thereof in a new product with a different function.

We’ve all had a time where we had to be creative to solve a problem using a tool that wasn’t actually intended for said problem. For example, using a nail as an impromptu wine opener (maybe that’s just me… but hey, it worked!). And then there are the companies that have turned these creative one-off endeavours into a brand new line of product. They are the types of company that choose to think outside of the box, challenge the status quo, all in the name of innovation. The company we focus on today for the Repurpose principle of circularity has challenged the status quo and designed circularity to be directly embedded into their core products, all in the name of the environment. And doing so, created an entirely new product line all together.

The team at Timberland have always been future-thinking when it comes to protecting the environment, and this has been reflected through their long time commitment to using as much recycled, organic and renewable materials across their product line.

So when they introduced their recycle shoe soles made from discarded truck and car tires, it was a natural transition for both the company and their loyal following of customers.

“Timberland tires are the first tires ever purposefully designed to be recycled into footwear outsoles after their journey on the road is complete. The most low-tech, least intrusive way to break down tires and reuse them is the best option for our ecosystem.The easiest way to think of our tire-to-sole program is like taking off a pair of pants and cutting them into shorts.”

Or as we like to call them, ‘jorts’ (jeans cut into shorts).

The timberland tires to shoe program, or what they refer to as “Drive.Recycle.Wear’ is just one example of how Timberland is leading the way in circular product design. To learn more, visit their responsibility page:

While this is our first post promoting the Timberland brand and their circular design efforts, it certainly won’t be our last. Their deep rooted commitment to circular design and innovation that puts planet at the forefront, is one of the many reasons we believe in supporting them as consumers into the future.