Footwear brand Allbirds has launched a new Carbon Concept pop-up in Selfridge’s Wonder Room to help customers visualise the carbon impact of their consumption.
The pop-up features a large black sphere which represents what 1kg of carbon looks like, while mini spheres appear next to a row of shoes. These represent the carbon emissions linked to each shoe, a move designed to increase transparency.
The news comes shortly after the brand announced the launch of a new industry-first zero-carbon shoe: M.OONSHOT, following several years of research.
The shoe will be showcased at the space, which has been co-designed with creative agency HarrimanSteel and production partner Practical Minds. It uses low carbon materials like plywood, recycled wool, recycled bouclé and Allplants leather (which is both plastic-free and vegan).
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The visuals at the pop-up compliment the carbon labels which the brand introduced on each of its products in 2020.
Staff at the store wear jeans made made from upcycled denim and cotton shirts made from luxury bed linen.
Selfridges has previously carried out a number of similar sustainability initiatives, including a circular economy orientated in-store ‘swap shop’ and its Worn Again concept via its Reselfridges brand.
While France is introducing mandatory carbon labelling on clothing items, with similar EU laws expected to follow suit by 2026, it is not yet common in the UK; although there have been calls for a unified carbon labelling system to be placed on food items to improve transparency.
