Running until the 13th August in the Wonder Room at Selfridges, B Corp footwear brand Allbirds are hosting a pop-up centering around the theme of carbon reduction. After taking a pole a of close to 600 Allbirds customers on the topic of sustainability, they found that only 35% were confident explaining what carbon means, the hope is that the initiative will bring clarity around this.

The pop-up has intriguing contents; the hero of the pop-up, a large, black sphere takes centre stage, representing what 1 kg of CO2 looks like. Alongside it, mini spheres appear next to a row of shoes, representing their respective carbon emissions.

Focusing on their own climate milestones and using playful visual cues to communicate the impact that carbon has in the fashion industry and how progress is achievable, Allbirds hope that the space will also signal to other fashion businesses to join them in making carbon accountability the norm..

Allbirds will also be showcasing the M0.0NSHOT prototype, its biggest innovation breakthrough to date, boasting a landmark carbon footprint of net 0.0 kg CO2e.

Address: Selfridges Wonder Room, Ground Floor, 400 Oxford Street, London, W1A W1B
Photography courtesy of Allbirds