And they’ve been doing so for some time, now. It’s a fun, creative way to asses how they (and me, when I’m running down to my latest favoritist lunch stop in their shoes) are doing in terms of eco-impact. It makes my job as conscious consumer that much easier. I look forward to a day when a third party industry-wide certification takes place—but in classic American style, and to Timberland’s credit, they ain’t waiting around for someone else to get it together.