Allbirds Unveils Design of World’s First Net Zero Carbon Shoe – Immediately Calls on Footwear Industry to Copy It
27 Junio 2023 - 8:00AM
Today, Allbirds revealed its highly anticipated M0.0NSHOT, the
world’s first net zero carbon shoe — and is already urging the rest
of the fashion industry to follow suit by giving away its entire
toolkit.
The high-top shoe boasts a landmark carbon footprint of net 0.0
kg CO2e. Carbon negative, regenerative wool wraps the entirety of
the M0.0NSHOT for a striking, uniform look.
Allbirds’s co-founder Tim Brown took to the stage at the Global
Fashion Summit in Copenhagen to unveil the shoe and call on
industry competitors in the audience to create their own versions.
To help them do so, Allbirds is open-sourcing the M0.0NSHOT
methodology via its ‘Recipe B0.0K’: a toolkit detailing each step
of the M0.0NSHOT’s process, including materials, manufacturing,
transportation, end-of-life, and carbon footprint calculation.
The toolkit was distributed to the thousands of Global Fashion
Summit attendees and is now available digitally on the Allbirds
website for anyone to download – and, hopefully, implement.
“This is one small step for Allbirds – but it could be one giant
leap for the footwear industry, if others join us. Unlike the space
‘race’, this is a relay – we’re all on the same side,” said Tim
Brown. “M0.0NSHOT is Allbirds’s greatest achievement, but it’s
meaningless without others taking action: which is why we felt
compelled to open-source our learnings, so others can pick up the
baton and take us forward.”
SUPER NATURAL MATERIALS
Launching commercially in Spring 2024, M0.0NSHOT is the
culmination of years of work and Allbirds’s focus on systematically
reducing carbon in its business and products since its founding. In
2018, it created SweetFoam® — a midsole foam made with the carbon
negative, sugarcane-derived green EVA — which informed the new foam
used in M0.0NSHOT.
Then, in 2020, Allbirds became the first fashion brand to label
products with carbon footprints. A year later, the brand announced
a partnership with adidas to collaborate on what was, at that
point, the lowest carbon shoe in the world: the Adizero x
Allbirds.
After that project, shooting for a net zero carbon shoe became
the natural next step. The Allbirds Futures Team — a
cross-functional innovation team — took on that challenge in 2022,
harnessing all of the brand’s previous learnings to design
M0.0NSHOT.
This achievement is made possible by:
- An upper made with carbon negative regenerative
wool sourced from Lake Hawea Station. The minimalist
design approach heroes this super natural material, a full-circle
moment for the company founded with a wool shoe.
- A midsole featuring a specially crafted version of Allbirds’s
SuperLight Foam, a carbon negative bio-based midsole
foam made with sugarcane and formed via supercritical
foaming.
- Molded components including a logo made with
methane-capture bioplastic via partnership with
Mango Materials.
- Sugarcane-based polyethylene
packaging — a carbon negative material — reducing
weight and space required for transportation.
“We didn’t just make the world’s first net zero carbon shoe. We
also made the second, third, fourth net zero carbon shoe, and so
on, as we explored different prototypes to create an appropriate
visual identity for this milestone,” said Jamie McLellan, design
lead on the project. “As we thought about this ‘shoe of the
future’, we were clear that M0.0NSHOT couldn’t look like something
from the past. We’ve not just reimagined the science of a
sustainable shoe, we’ve reimagined the design, too.”
To learn more about M0.0NSHOT and see the toolkit, visit:
www.allbirds.com/moonshot
Contact Allbirds PRpress@allbirds.com
About Allbirds, Inc.: Dreamed up in New
Zealand, Allbirds launched in San Francisco in 2016 with the ethos
of using natural materials to create the world’s most comfortable
shoes. With carbon reduction as its north star, Allbirds is paving
the way for a more sustainable approach to business through product
innovation, industry collaboration (like open sourcing its
footprint calculator) and being the first footwear brand to carbon
label all of its products. www.allbirds.com
About M0.0NSHOT’s product carbon footprint
calculation:Here’s how we account for net zero:
- First, we started by working with The New Zealand Merino
Company’s regenerative wool program, ZQRX, to source M0.0NSHOT’s
wool from Lake Hawea Station.
- Second, we calculated the specific farm-level carbon footprint
of Lake Hawea Station. The organizational carbon footprint that
forms the starting point for the allocation was developed
independently of this project and verified by Toitū Envirocare, a
New Zealand-based B Corp and carbon certification business.
- Then, we collaborated with The New Zealand Merino Company to
translate this farm footprint into a product-level wool material
carbon intensity for M0.0NSHOT.
- This new wool carbon intensity is used to calculate the
product’s carbon footprint using the Allbirds Life Cycle Assessment
(LCA) Tool, with modifications. The initial Allbirds LCA Tool was
third-party verified against the requirements of ISO 14067, which
specifies principles, requirements and guidelines for calculating
the carbon footprint of a product.
- The carbon footprint of M0.0NSHOT accounts for on-farm carbon
sequestration, in addition to emissions, which is a deviation from
standard industry practice. As a result, the calculated carbon
footprint for M0.0NSHOT, unlike Allbirds’ standard products, is not
fully aligned to ISO 14067.
- However, Allbirds believes this wool carbon intensity value
captures a more comprehensive model of the total emissions fluxes
happening on-farm.
Allbirds (NASDAQ:BIRD)
Gráfica de Acción Histórica
De Abr 2024 a May 2024
Allbirds (NASDAQ:BIRD)
Gráfica de Acción Histórica
De May 2023 a May 2024