In Pictures: Allbirds launches 'Carbon Concept Store' at Selfridges

Footwear brand Allbirds has launched a pop-up at Selfridges in London, highlighting its commitment to sustainability. 

The pop-up focuses on carbon reduction, following the unveiling of the brand's net zero carbon shoe last month.

The M0.0NSHOT prototype is now on display, showcasing the high-top shoe's landmark carbon footprint of net 0.0 kg CO2e and carbon negative, regenerative wool.

"Using Selfridges as a platform, Allbirds spotted an opportunity to contextualise carbon and make it more tangible for consumers", the brand said in a statement.

With a large, black sphere at the centre of the pop-up, Allbirds emphasises what 1 kg of CO2 looks like. Alongside it, mini spheres appear next to a row of shoes, representing their respective carbon emissions.

Using visual cues and highlighting its own climate milestones, Allbirds hopes to communicate the impact that carbon has in the fashion industry and how progress is achievable.

The space serves as a signal to other fashion businesses to join Allbirds to make carbon accountability the norm.

Designed in partnership with creative agency HarrimanSteel, the pop-up uses locally sourced, low carbon and circular materials.

Allbirds is also measuring the carbon footprint of the pop-up and will balance the emissions by funding high-impact carbon projects.