Allbirds launches carbon footprint indicator number concept
Apr 14, 2020
Allbirds, the San Francisco-based footwear label, has launched its latest carbon-neutral initiative: creating a label for each of its products with an indicator number to reveal the item’s carbon footprint.
The San-Francisco-based footwear brand, whose key material is Merino wool, already became 100% carbon-neutral last year. Allbirds’ new carbon footprint number, which launches on its website on Tuesday, April 14, takes its eco-goals to a new level.
Henceforth, each Allbirds product, from the Wool Runners to the Mizzle Collection, will carry a physical sticker with a number that shows in kilograms how much Co2e was emitted to create it.
“All the product pages on our website will display a carbon footprint label. For example, our Wool Runners emit 7.1 kg CO 2e – this takes into consideration sourcing materials, development, manufacturing, customer care and end of life,” stressed Tim Brown, co-founder and co-CEO with Joey Zwillinger.
Allbirds defines itself as a carbon neutral B Corp company, which engages in various certified compensation projects, with the motto: "we are changing so the climate does not".
The long-term goal of Allbirds is to encourage consumers in the future to compare this figure for carbon dioxide before buying, just like people compare nutritional values of food products.
“Allbirds went 100% carbon neutral with the Allbirds Carbon Fund, a self-imposed internal carbon tax which funds emissions reduction projects such as regenerative farming, landfill gas destruction and wind farms. But it doesn’t stop with offsets – we intend to keep on finding ways to bring our carbon footprint down,” added New Zealand-born Brown.
He named the brand after the legend that says that when the first Maoris settled in New Zealand in about 1200, they discovered no mammals – just birds. Hence Allbirds. Though up-front about carbon emissions, Allbirds is opaque about its turnover and its ownership structure.
By way of comparison, the average Allbirds cloth-covered sneaker represents roughly 7.6 kg of Co2e in the atmosphere. That same figure translates as the equivalent of toasting 258 sandwiches; charging your mobile phone 967 times; brewing 149 cups of coffee; or taking a 30 km journey in an average car.
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