Christopher Raeburn has announced his brother Graeme Raeburn as performance director of the eponymous brand.
Graeme joins the British fashion brand ahead of its ten year anniversary in 2019. He was previously lead designer at sportswear brand Rapha where he worked across menswear, womenswear and accessories.
Christopher Raeburn was appointed as Timberland’s first global creative director last month, launching a capsule collection with the brand. He will now split his time between Timberland and his own brand.
Based in East London, Christopher Raeburn is based around the four “R’s”: remade, reduced, recycled and Raeburn. It continued its boycott of Black Friday this year in an effort to promote the sustainable approach of “buying less but better”.
Graeme said he will focus on “bringing greater emphasis to material innovation and performance/functionality within each product”.