In 2007, Timberland pioneered eco-labels on their apparel, modeling them after USDA nutrition labels. The imitation was deliberate, said VP of Corporate Social Responsibility, Mark Newton. With the wealth of green information that is currently tracked, measured, analyzed and debated, the intent was to capture the essence of several large categories on a very small parcel of garment real estate. The absence of numbers keeps consumers from getting bogged down by a figure that would need a detailed explanation and wouldn't be consistent with measurements on other ecolabels.

This way, consumers can scan the label for the metric that means most to them – whether it is climate impact, resource consumption or eco-conscious materials – much the same way that consumers scan food labels to discern fat content, calories or sodium.

Newton, who joined Timberland less than a year ago, admires Timberland's try-it-and-see-if-it-works business approach, combined with the company's openness about its goals and shortcomings, and, most of all, its commitment to both the planet and to its customers. Since their introduction, Timberland has been working to improve the labels (and the products they describe) based on customer feedback. Newton explained that the intent of the labels has always been to spark conversation with consumers and build relationships.