As our regular readers will know, we are quite a fan of Allbirds – their mix of bio-based sustainable core materials, fast growth and commercial success makes them a great example of a product that has propelled out of the bio-economy. Jad Finck, their VP of Innovation & Sustainability lit up World Bio Markets 2019 and Barack Obama, Emma Watson and Leonardo DiCaprio are among their many fans. I bought my first pair earlier in the year, and yes, they really are the comfiest shoes I’ve ever worn.
With a growing urgency around the damage we are all doing to our planet, few industries are blameless, certainly not the footwear industry which annually emits 700 million tonnes of carbon into the atmosphere. There are 20 billion pairs of shoes made each year and textile production alone releases over 1.2 billion tonnes of harmful CO2 every year. Conventional cotton is one of the most chemically intensive crops and uses 16% of the world’s pesticides. So it’s fantastic that Allbirds ( @Allbirds ) have taken on this production process and are instead using sustainable materials like Merino wool, eucalyptus trees, and sugarcane to make their shoes.
And having a successfully launched their range of shoes, they have now taken their product range to the next logical step, so to speak, and are making socks.
The folks at Allbirds crunched some numbers, and found that nearly 50% of wearers wear socks with their shoes resulting in them asking – “is it really fair that only half of our customers feel complete, unencumbered Allbirds comfort when they put on our shoes?”
So, enter the Hiders, Quarters, and Tubers (that’s the types of socks) are made from Trino, a new home-grown yarn that allies the benefits of our silky Tree material with cosy Merino wool. Hence the name. Tree + Merino = Trino. Their first proprietary knit is responsibly sourced right down to the fiber level. And its combination promises to deliver Allbirds socks that are super cooling, breathable, and absorbent while staying dry to the touch. Plus as well as being made with natural ingredients, they are also packaged in recycled cardboard making them 100% carbon neutral.
That’s shoes and socks covered. So what’s next from the Allbirds team? I’m sure we’ll find out soon!
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Download: Bio Market Insights Quarterly: Issue #14