B Corp Allbirds has debuted a new running shoe made from renewable and natural materials .
It is the first product from the company to feature a physical “carbon count” label, detailing the lifecycle emissions of the product to consumers. Allbirds’s “Dasher” running shoe consist of eucalyptus tree fibre, merino wool and sugarcane. The product has undergone extensive performance testing but has also been examined for its environmental impact. According to Allbirds, the shoe emits 9kg of carbon dioxide per pair, which is around 30% lower than the average trainer, many of which are made with synthetic plastics that end up in landfill or polluting the natural environment.
The company claims that through regenerative farming and innovations the natural materials used in the shoe could end up sequestering more carbon out of the atmosphere than what was used to produce it, making it a carbon-negative product. Allbirds will display this information to consumers through a physical “carbon count” label, which details emissions from the materials, development, manufacturing and end-of-life of a product. Allbirds donated 2,000 pairs of its shoes – which boast sugarcane-based soles and uppers made from either certified merino wool or Tencel – to NHS workers for free. Each pair typically retails for around the £100 mark.
A global survey of 10,000 consumers has shown universal support for details on a product’s carbon footprint to be included on labelling. The 2020 YouGov survey, commissioned by the Carbon Trust, survey 10,000 consumers across France, Germany, Italy, the Netherlands, Spain, Sweden, the UK and the US. It found that more than two-thirds (67%) of consumers would support the introduction of carbon labelling on products.
Source: edie.net
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