Timberland’s boots are built for stomping on things, and Swartz, the grandson of company founder Nathan Swartz, wants to help protect stomping grounds for future generations. Minimizing the company’s carbon footprint (get it?) is a big deal with the goal of carbon neutrality by 2010. Timberland is betting that consumers will care about the initiative and has gone so far as to implement a new “nutrition label” prominently on all footwear boxes (which by the way are made of 100% recycled paper, soy-based inks and no chemical glues- almost good enough to eat!).