A new UK-based shoe company, Allbirds, wants you to know it cares about your carbon footprint. The clothing industry alone is estimated to contribute 4% of the global greenhouse gas emissions per year, meaning the industry has a lot of room for more efficient and sustainable practices. Allbirds was founded with the goal of making sustainable shoes and to inspire the entire clothing and fashion industry to be more ecologically sustainable.

Of course, the best thing you do when it comes to fashion is to not buy new clothes and repair the ones you already one.

Allbirds’ environmental goal is to eliminate carbon emissions from its products, from the raw materials it uses to the CO2 produced by shoes as they decompose in landfill sites. Its approach is to measure its emissions, reduce its environmental impact by including recycled or natural fabrics, and then offset anything that remains.

Measuring emissions is complex because there are several processes involved in producing goods, but the company estimates the carbon footprint of an average Allbirds product is 7.6 kg CO2e (carbon dioxide equivalent emissions). That equates to putting five loads of laundry through a dryer, it has calculated, and compares to 12.5 kg CO2e for the average standard sneaker, per a method used by Allbirds based in part on an MIT study that looked at how to reduce emissions in footwear production.

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