Wyclef Jean, a Grammy-winning artist-producer and Goodwill Ambassador for Haiti, founded Yéle Haiti in 2005 to build global awareness and bring assistance to his home country. This year the Timberland Company, whose activism includes planting over a million trees and greening 300 communities, made him one of their six Earthkeeper Heroes. Now the two parties are coming together for a new venture that combines music, product, media and touring to take eco-activism to the proverbial next level.
“It is not common to find an agreement between an individual and a corporation with so many altruistic synergies,” said Wyclef. “I am truly humbled and excited to begin our journey together. Timberland is not only a brand I have worn as long as I can remember, but now I feel I have gained a friend in Jeff [Swartz, Timberland’s president and CEO] and the respect of what is beyond a brand.”
Swartz added, “Wyclef is a real-life Earthkeeper who shares our purpose and passion. The work he’s doing in Haiti is a reminder that we all have the power to inspire change — and that joining forces may lead to even greater accomplishments. Between his fans and our customers, you can expect to see big things from this collaboration.”
The partnership, which kicked off this week in NYC, reaches the streets this weekend with a “Dig It” tree-planting event in the Bronx. Wyclef will participate in several of these events over the next year, including an event in Philly next month and a tree nursery in Haiti. The famed singer also worked with Timberland on a new Earthkeepers footwear line set to debut in late November with a dollar a shoe going to Yéle Haiti. Selects stores are even offering free CDs or downloads of “DJ Drama Presents Wyclef Jean” for holiday purchases.
In addition to helping the island nation, Wyclef & Co. wanted to get the Haitian people involved. To do that, they had Haitian art students design “Tree” shirts to raise money for the poverty-stricken country. Wyclef, who drops his new self-titled album in March, plans to tour, and these products will be available for sale at the venues, among other outlets.
Other programs being implemented by the new venture are Wyclef playlists on imeem.com that will direct all proceeds to Yéle Haiti. The Earthkeepers home page will also feature exclusive Wyclef downloads, contests and other ways to get consumers involved in helping the environment, reforestation and the people of Haiti.