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Allbirds, a trailblazer in sustainable fashion, has achieved a remarkable feat with the unveiling of their latest creation, M0.0NSHOT. Setting a new standard in footwear sustainability, this groundbreaking shoe boasts an unprecedented 0.0 kg CO2e carbon footprint. This achievement marks a significant milestone in the industry’s journey towards reducing environmental impact and promoting a more sustainable future.
At the core of M0.0NSHOT is the innovative use of regenerative wool sourced from Lake Hawea Station in New Zealand. Allbirds collaborated with The New Zealand Merino Company‘s regenerative wool program, ZQRX, to obtain this sustainable material. Lake Hawea Station, a net zero carbon farm, produces superfine premium merino wool while actively sequestering more carbon than it emits. The combination of regenerative practices and premium wool sets the foundation for a shoe that goes beyond carbon neutrality.
To ensure accuracy and transparency, Allbirds diligently calculated the specific farm-level carbon footprint of Lake Hawea Station. Working with independent verification from Toitū Envirocare, a New Zealand-based carbon certification business, the company accurately determined the carbon intensity of the wool used in M0.0NSHOT. This data-driven approach allows for a comprehensive understanding of the shoe’s environmental impact, empowering consumers to make informed choices.
Allbirds employed their proprietary Life Cycle Assessment (LCA) Tool, which has been third-party verified against ISO 14067 standards, to calculate the product-level wool material carbon intensity for M0.0NSHOT. By considering both on-farm carbon sequestration and emissions, the company pioneers a more holistic approach to carbon footprint calculations. This departure from industry norms demonstrates Allbirds’ commitment to pushing boundaries and fostering a more sustainable future.
Open-sourcing the toolkit that enabled the creation of M0.0NSHOT, Allbirds invites the fashion industry to join forces and embrace sustainability. By sharing their knowledge and best practices, they aim to inspire and catalyze positive change throughout the sector. This collaborative approach not only drives innovation but also emphasizes the importance of collective action in addressing the environmental challenges faced by the fashion industry.
M0.0NSHOT’s remarkable achievement is not limited to its materials alone. The shoe incorporates other sustainable features, such as a carbon-negative, sugarcane-derived SuperLight Foam midsole with 70% bio-based content. Additionally, carbon-negative bioplastic eyelets made from microorganisms that convert methane into a polymer contribute to the shoe’s eco-friendly design. The packaging is also optimized for minimal environmental impact, employing sugarcane-derived, carbon-negative Green PE and reducing space and weight requirements for transportation.
“We believe this will revolutionize the path to net zero, and act as rocket-fuel for the entire industry. We could spend decades debating the finer points of carbon sequestration, or we can innovate today with a common sense approach,” says Hana Kajimura, head of sustainability at Allbirds. “It’s about progress, not perfection. The scientists have shown us what’s possible — now it’s time for the fashion industry to carry the open-sourced learnings from M0.0NSHOT forward.”
