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Whimsical Harmony

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CMF Proposal for Allbirds

Women Trail Runner - AW 23/24

*How do trends influence the future of colors, materials, and finishes for Allbirds?

Insights_Spring '22

4 Weeks

Brand >>

Allbirds

Founded in 2014, Allbirds is a San Francisco-based company that specializes in sustainable sneakers and apparel.

However, Allbirds is not your average shoe company. Every facet of their process considers minimizing impact on the environment.

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Ethos >>

"Create better things in a better way because comfort, good design, and sustainability don't have to be mutually exclusive."

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Simplicity in Design

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Made from Nature

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Confidence in Comfort

Controlled Offerings

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Simplicity in design translates into their limited lineup of footwear. With Allbirds, a new silhouette seldom hits the market.

With a demand for a sustainable sneaker that can accommodate the modern traveler across a variety of terrains, Allbirds recently released the Allbirds Trail Runner.

Target Consumers >>

Pragmatic Pioneers

Versatile

Always in pursuit of new experiences, Pragmatic Pioneers advocate for goods that are both practical and comfortable. Versatility is important when keeping up with their modern and active lifestyles.

Transparency

Pragmatic Pioneers are drawn to simplicity, quality, and environmentally conscious materials. Brand transparency and aligned values are valued more than a logo.

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@allbirds

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@jatecson

_Mainly female

_Urban areas

_Prefer calming neutrals

_Eco-conscious

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@unsplash

@thefrankieshop

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@everlane

@girlfriend

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@aesop

@officialmanasi7

Trends >>

Macro Drivers

The rising awareness of global warming calls action for company accountability and processes.

Companies must invest time and money into creating product with goals of carbon neutrality.

The pandemic allowed us to refocus our energy to our health, wellness, and holistic healing.

Exercise has risen 88% since the pandemic. Many are turning to nature to reset and reconnect.

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Disappearing Lady - @the_hula

@jamesturrel

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FUTURECRAFT - @adidas

@koreatownrunningclub

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WFH - @jatecson

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@Dusk - @allbirds

Meso Trends

Renewable Materials

Fossil fuels are accelerating climate change, creating negative impacts on waste, and biodiversity.

Synthetic Recycling

Minimize the need for new production. Recycled synthetics enhance support to natural materials.

Healing Neutrals

A merge of understanding deeply our environmental issues and focus on personal wellness, enhances the importance of natural colors.

Playful Brights

Exercise has influenced energetic colors to spark energy, adventure, and optimism.

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@pangaia

@texintel

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Sweetfoam - @allbirds

"Synthetics" - @pangaia

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Beige is beautiful - @hello_tend

@omarqildesign

Allbirds Trail Runner

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CMF Theme >>

Whimsical Harmony

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Whimsical Harmony emphasizes the interconnected stories of the concrete jungle and nature, merging our relationship with the environment, crave for well-being, and strong messages of joy as we begin to re-enter the world.

Serenity

Longevity

Energy

 >>

Materials

 >>

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1

TM

Upper:

FSC-Certified

TENCEL  Lyocell

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2

Upper Reinforcement:

Recycled Polyester

Ripstop

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Midsole:

Sugarcane-Fueled 

EVA

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Outsole:

FSC-Certified

Natural Rubber

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Finish

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Coating:

Fluorine-Free Water

Repellent Coating

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10

Shoelaces:

RPET

Eyelets:

RPET

Virgin Nylon

Previously:

Wool

Wool Blend

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9

10

5

3

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7

1

2

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8

Insole:

Emboss for

Internal Traction

Insole:

Cork

Seam Tape &

Heel Counter:

Bio-Based TPU

Opt_01 >>

[Serenity]

Opt_02 >>

[Longevity]

Coffee Run

The Coffee Run takes cues from the comfort, warmth, and serenity of the weekend mornings. The neutral palette lends itself to the morning runner and pre-lunch latte regular. 

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Cool Cloud

Light Matcha

Natural Cream

Sesame

Roasted Shadow

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Gaia Spirit

Gaia Spirit is a nod back to the Greek goddess of Earth. The cool tones connecting us back to the land and sea reminding us to stay grounded.

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Deep Pacific

Hazy Pine

Tamalpais Dusk

Natural Black

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[Energy]

San Francisco Sunrise

The San Francisco Sunrise pulls the electrifying brights from the morning of the first recorded mountain marathon: The Dipsea Race in San Francisco, CA.

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Sol

Sunstone

Savanna Night

Calm Coral

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AW 21/22

AW 23/24 - Whimsical Harmony

Gaia Spirit

San Francisco Sunrise

Coffee Run

Medium Grey

Hazy Cobalt

Hazy Pink

Diablo

Natural Black

Past/Future >>

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