Allbirds venture into the apparel space to make necessities sustainable

YarnsandFibers News Bureau 2020-10-26 10:48:47 – New Zealand

Allbirds has launched a sustainable line of tight capsule T-shirts, sweaters and puffers retailing at various locations in the US, Europe and New Zealand. The four-year-old brand has raised over $200 million in funding and has also inspired the environmental consciousness of its customers through its sustainable message. 

The brand had previously offered socks and underwear however, it is their first official debut into an apparel collection. It is the first of its kind to offer a full range of clothing labels with a net-zero climate impact.

Similar to its footwear and other products the collection has been created from innovative textiles and each piece is labeled with its carbon footprint. The collection is called “apparel with purpose.”

Tim Brown, the co-founder of Allbirds, stated that the brand has high expectations for the collection, as they have been working on it for the past couple of years. The company created Trino, a proprietary blend of merino wool and fibers from eucalyptus trees. Tim stated it was a hard innovation to accomplish however, it opened a range of possibilities for the company. He believes that the world doesn’t really require more T-shirts unless they are better.

The company has no interest in putting its logo on products that don’t meet their high sustainable standards. Allbirds created TrinoXO, which has been made from discarded crab shells and is used to construct the company’s T-shirt. TrinoXo facilitates the clothes to stay fresh longer without relying on compounds such as zinc or silver. 

The company stated that most of the brands rely on synthetic fabrics for fluorine-based water repellents and down fill. The company’s water-repellent coating is made of merino wool and Tencel blend making sure the coats are filled with recycled polyester.

Brown stated that instead of aiming to launch an entire range of collections, they wanted to focus on iconic items and then go deeper. This would work better for the company as it is vertically integrated and will ensure the pricing to be reasonable.

He said that people expect a great product but look for a better experience. He claims that customers are not just looking for products as they don’t want to compromise on quality and fit.

The pandemic made the brand more popular as the world emphasized the health and wellness message. It also reaffirmed the brand's value and encouraged them to further their innovative culture into sustainable space.

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