Ten years ago, Allbirds disrupted the footwear industry with a radical idea: shoes made from natural materials that didn’t compromise on comfort or style. The launch of the Wool Runner didn’t just spark a new category, it rewrote the rules of what modern sneakers could be. Now, as the brand celebrates its 10th anniversary with the reimagined Wool Runner NZ, we sat down with Joe Vernachio, Allbirds’ newly appointed Chief Executive Officer, to talk about the company’s journey from Kickstarter campaign to global cult favorite. With three decades of experience at industry giants like Nike, Patagonia, and The North Face, Vernachio is leading Allbirds into its next decade, one where sustainability, innovation, and timeless design walk side by side.
ALLBIRDS RECENTLY CELEBRATED ITS 10-YEAR ANNIVERSARY. LOOKING BACK, WHAT WERE THE KEY DEFINING MOMENTS THAT SHAPED THE BRAND?
The launch of the Wool Runner was our first big breakthrough. It was the first shoe to use natural materials, wool, in particular, in performance footwear. No one had done that before. The shoe combined the stance of a running sneaker with the look of a lifestyle shoe, creating a new space in the market that didn’t really exist before. That was the foundation.
The next milestone was the Dasher, a more performance-driven silhouette that clearly placed us in the athletic category. Today, we’re expanding further: the footwear market largely comes down to two archetypes—running-inspired or court-inspired. The Runner family covered the first, and now with the Cruiser, we’ve introduced our court-inspired line. Together, they form the two “family trees” we’re building out for the future of Allbirds.
WHAT HAS SURPRISED YOU MOST ABOUT ALLBIRDS’ JOURNEY FROM IDEA TO GLOBAL BRAND?
The loyalty of our consumers. They’ve followed us, trusted us, and allowed us to experiment. But we also learned an important lesson: just because consumers say, “You can do this,” doesn’t always mean we should. Permission isn’t the same as priority. Our strength lies in being a lifestyle footwear brand that’s modern, stylish, and sustainable, and that’s where we’re focused.
ALLBIRDS IS OFTEN DESCRIBED AS “THE MOST COMFORTABLE SHOE IN THE WORLD” AND A PIONEER IN SUSTAINABLE DESIGN. WHAT SETS YOU APART FROM OTHER FOOTWEAR BRANDS?
Our three pillars: comfort, style, and sustainability. We design shoes with clean silhouettes, natural materials, and bold colors, without chasing trends. That way, our shoes enhance personal style instead of overpowering it.
MANY BRANDS TODAY TALK ABOUT SUSTAINABILITY. HOW IS ALLBIRDS DIFFERENT?
For us, sustainability isn’t a department, it’s everything. We don’t even have a dedicated team for it, because it’s built into every decision we make.
We start with a palette limited to recycled, natural, or regenerative materials. From that foundation, we design. Many brands do the opposite: they start with virgin materials, then tack on a sustainability angle afterward. For us, it’s not a marketing story, it’s our DNA.
HOW DO MATERIALS LIKE MERINO WOOL AND EUCALYPTUS REFLECT THAT DEEPER PURPOSE?
We look at sustainability as a “gift with purchase.” People won’t buy an uncomfortable or unattractive shoe just because it’s sustainable, it has to be comfortable, stylish, and reasonably priced first. Then, when they discover it’s made from eucalyptus or regenerative wool, they feel even better about it. That added layer is the bonus we aim to deliver.
DO YOU STICK TO CERTAIN MATERIALS, OR ARE YOU CONSTANTLY EXPERIMENTING?
Both. Wool and eucalyptus are our cornerstones, but we’re always innovating. Hemp is coming soon, and next year we’ll introduce a new material made from recycled paper. It looks and feels completely different, and even absorbs color in a unique way. The challenge is that sustainable material options are limited, but that limitation pushes us to innovate and stand out.
WHAT EXCITES YOU MOST ABOUT THE NEXT 10 YEARS?
The opportunity to bring sneaker-level comfort into more elevated settings. People are dressing up more post-COVID, but no one wants to go back to stiff leather shoes that take months to break in. We’re designing products you can wear with a suit, slacks, or a skirt, shoes that look refined but feel like sneakers.
IS GEN Z CHANGING THE WAY YOU DESIGN OR MARKET ALLBIRDS?
Not really, it’s less about generations and more about lifestyle shifts. COVID disrupted how people live and dress, and now routines are stabilizing again. Your footwear choice reflects your day: if you expect to walk a lot, you’ll choose differently than if you’re just driving between stops.
We often say our consumers’ playing field is the airport. Travel demands comfort, versatility, and style without loud logos. That’s where our shoes shine, lightweight, packable, and adaptable to whatever the day brings.
YOU’VE JUST ENTERED THE MIDDLE EAST. WHY HERE, AND WHAT’S YOUR VISION FOR THE REGION?
We already had strong traction with Middle Eastern customers, especially in our London stores. When we connected with AlYasra, it felt natural, they understood our brand and values instantly. The Dubai store was among the first we opened with them, and it’s already one of our top-performing stores globally. That tells us the region has incredible potential for Allbirds.
