Timberland has opened its first “purpose-led” flagship store in Europe on London’s Carnaby Street.

The 2,594 sq ft store features real trees, a full-height living wall and other “natural elements” to highlight the shoe brand’s “commitment to a greener future”.

Timberland aims to bring nature and the city together and showcases stories of eco-innovation.

The fashion brand recently launched its largest-ever global campaign – ‘Nature Needs Heroes’ – to commit to planting 50 million trees around the world by 2025 and to encourage people to be champions for nature.

Timberland’s new store features digital screens highlighting the retailer’s manifesto and a community table to encourage customers to discuss small actions they can take to make a difference to the planet.

The Carnaby Street store is one of three “purpose-led” stores opening around the world. The other stores are opening in the USA in New York and Philadelphia.

Timberland vice president of global marketing Argu Secilmis said: “Carnaby Street is an iconic retail experience in London and the perfect location for Timberland to reveal our new purpose-led retail store.

“This is where nature and fashion come together to create something fresh and bold in the marketplace. We are excited to engage with our community, immerse them in our brand experience and build a movement together towards a greener future.”