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Sandra Halliday Published
July 5, 2025
Allbirds has opened a ‘carbon concept store’ at Selfridges in London with its new M0.0NSHOT (claimed to be the world’s first net zero carbon shoe) as a global exclusive on show there.
The B Corp footwear brand, has launched in the Wonder Room at Selfridges, and its accompanying Oxford Street window, until 6 August with a 98 sq m pop-up that centres around the theme of carbon reduction.
The company also said the space “serves as a signal to other fashion businesses to join Allbirds to make carbon accountability the norm, because ultimately, everything with a price tag comes at a cost to the planet”.
It said its research among its own customers found only around a third are confident explaining what carbon means.
“Using Selfridges as a platform, renowned for its environmental commitments, Allbirds spotted an opportunity to contextualise carbon and make it more tangible for consumers,” it said.
To drive the point home, the centre of the pop-up is dominated by a large black sphere representing what 1 kg of CO2 looks like. Alongside it, mini spheres appear next to a row of shoes, “representing their respective carbon emissions”.
The company believes that such “playful visual cues” along with highlighting the brand’s own climate milestones help to communicate “the impact that carbon has in the fashion industry and how progress is achievable”.
Meanwhile, that M0.0NSHOT prototype that’s being showcased in the pop-up is claimed to be its “biggest innovation breakthrough to date, boasting a landmark carbon footprint of net 0.0 kg CO2e”.
Carbon-negative regenerative wool wraps the high-top and “will give shoppers a glimpse of what the future of fashion might look like, as the shoe has been completely reimagined with a carbon-first approach”.
As for the store space itself, it uses locally sourced, low-carbon and circular materials, such as FSC-certified plywood, recycled wool, recycled bouclé as well as Allbirds’s Plant Leather. And those 3D-printed balls that emulate carbon are also made from plant-based materials.
Product available include the brand’s Project Earth-certified bestsellers such as the Runner and Dasher, while its latest silhouette, the Courier, launches exclusively at Selfridges. It’s “Allbirds’ take on a retro-inspired, utilitarian style”. It uses the brand’s eucalyptus tree fibre material, organic cotton canvas and ZQ-certified merino wool, the world’s leading ethical wool.