Chances are, if you’ve walked through The Dubai Mall, you’ve probably noticed and maybe even popped into, the Allbirds store. It’s neutral-coloured assortment of sneakers speak to our soft girl era hearts and our sustainability-minded souls. Allbirds recently celebrated their 10 year anniversary. To celebrate, we sat down with CEO Joe Vernachio to learn more about this footwear brand with a surprising moniker.
Cosmo ME: We have to ask the obvious question. Where did the name Allbirds come from?
Joe Vernachio: Our founder is from New Zealand and the country has only been populated with people for about 600 years. Before that, there were no mammals, only birds. The name reflects that heritage.
Cosmo ME: How is Allbirds becoming part of the everyday Cosmo girlie’s wardrobe in the GCC?
JV: Once she realises the shoes are affordable, versatile, and come in multiple colours, she keeps coming back. She’s able to express herself through the rest of her outfit rather than having her footwear dominate her look.
Cosmo ME: What was the biggest “wow” milestone in Allbirds’ journey?
JV: Other than the original launch, it was taking the brand from one shoe in one colour into a full company. The moment we anchored ourselves as a modern lifestyle footwear brand with three pillars, being comfort, style, and sustainability, really cemented who we are.
Cosmo ME: How do you ensure sustainability without falling into greenwashing?
JV: We don’t have a sustainability department. Every decision we make prioritises the least impactful choice possible. We only consider naturally derived, regenerative, recycled, or upcycled options for materials.
Importantly, the shoes must still be comfortable, durable, and well-priced. Sustainability is a gift with purchase. Customers get a product that works, and they feel good about it too.
Cosmo ME: What’s the most unexpected way Middle Eastern Gen Z has connected with Allbirds?
JV: Our trail shoe. It surprised us because it’s not what you’d expect to resonate first, but it gained traction after someone in the royal family gravitated towards it. Even before launching in the region, we saw demand from Middle Eastern tourists shopping in our London stores.
Cosmo ME: How is Allbirds in tune with our values?
JV: Sustainability is central, but so is timeless design. Our founder was a professional footballer and was tired of plastic, flashy shoes. His idea was to make toned-down footwear from natural materials.
We don’t use big logos. Our shoes are versatile. You can dress them up or down and make them loud or quiet. We recently launched a shoe in 19 colourways, even partnering with Pantone to name some of them.
Cosmo ME: Any dream partnerships or tie-ins for the Middle East?
JV: We’re exploring some now, particularly with popular coffee shops and other local brands to connect us to the culture.
Bestie, get your own pair of Allbirds here.
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