Allbirds is a Shoes brand that was born in San Francisco, USA in 2016 and has gained tremendous support among Generation Z for its items that are environmentally friendly and comfortable. In 2020, the Harajuku store opened as the first store in Japan, and in June 2021, the Marunouchi store opened along Marunouchi-Nakadori Ave.. What kind of future does Allbirds, a world-leading sustainable brand, have in mind in Marunouchi, the heart of Japan? We spoke to Mr. Minowa, the marketing director, and Mr. Arimatsu, the Marunouchi store manager, about the environmental intentions they want to convey from Marunouchi and the future possibilities of Marunouchi.

Now that "sustainable" has become commonplace, Fashion industry is sending out messages about environmental issues.

Allbirds has emphasized reducing environmental impact since its founding. Shoes are made from ethically produced merino wool and eucalyptus. We pay careful attention to the environment in every detail, from product creation to delivery to our customers, including keeping the packaging as simple as possible.

Mr. Minowa: ``Our fundamental idea is to continue to send messages about the environmental issues faced by Fashion industry and to reverse climate change through the power of business.By continuing to manufacture products that do not use fossil fuels as much as possible, We want to reduce the impact of climate change.When the brand was launched in 2016, the word ``sustainable'' was not yet as widespread in Japan as it is now, and there was even a division that ``sustainable'' was something that only conscious people should tackle. However, recently, after the coronavirus, there has been a movement centered on Generation Z to ``create a better future.'' I feel that people's consciousness is changing significantly.''

Mr. Arimatsu: ``Currently, I have the impression that more people are aware of Allbirds using the keywords ``sustainable'' and ``eco'' than when we arrived in Japan in January 2020. Unlike back then, when people were more concerned about the environment, I feel that many people are now paying attention to the environment.Amid this social trend, Allbirds' physical stores have become ``places where things are sold.'' It is positioned more as a ``place that connects customers and the brand.'' Our staff is also conscious of communicating the brand's goals and actions to customers.''

​Opening a store in Marunouchi, the center of Japan, to deliver a message to the decision-making layer of society

This is the reason why they chose Marunouchi as the location for their second store in 2021, which can be said to be a period of change for Japanese people's environmental awareness after the coronavirus pandemic.

Minowa: ``In order to reverse climate change through the power of business, of course we need the support of the younger generation, but we also need to convey our concept to the decision-making levels of companies and politics. By doing so, we believe that all generations can look in the same direction and aim for a better future.Marunouchi is the business center of Japan, and is also close to Kasumigaseki, the political center. We feel that opening a store in this area, where many people visit with their families, is the perfect place to convey our intentions."

While inheriting the simple and sophisticated store design that is the Allbirds motif, the Marunouchi store is also unique in its design, which is even more environmentally friendly, such as by using renewable energy to power the store.

Mr. Minowa says, ``The store is decorated with posters that clearly illustrate Allbirds' initiatives, creating an atmosphere where customers can easily take the first step towards sustainable initiatives.''

Furthermore, there are parts inspired by the city of Marunouchi.

Mr. Arimatsu: ``For example, we used natural wood for the counter table, which evokes the warm nature of Marunouchi.The color of the shoelaces we give you at the time of purchase is Service to the ginkgo tree-lined street on Gyoko-dori Ave.. The color is yellow to match the color.Also, the Marunouchi store has a full lineup of products.As the gateway to Tokyo, we want to provide a place where customers from various regions can touch and experience all the models. That's what I feel."

Mr. Minowa: ``Since there are many runners in Marunouchi, we have released a limited edition color of our running Shoes ``Tree Dasher Relay'' as a commemorative model for our opening.The deep green color is inspired by the nature of Marunouchi. Towels were given as gifts made from Tencel material dyed with natural indigo from Tokushima Prefecture.Tenugui are something that anyone can use for a long time, regardless of gender or size.Even if they are novelties, they are a sign of our commitment to environmental issues. It contains ".

​We want to enliven the future of Marunouchi by building a community involving customers and nearby stores.

It is said that many runners come here as it is close to running spots such as the Imperial Palace.

Mr. Arimatsu: ``We receive many visitors from people who used to run before work and those who are planning to go for a run after work.In response to this demand, we have created a running community involving our customers at our Marunouchi store. After closing on Wednesday, we invite 20 to 30 people to gather at the store, take a walk around the Imperial Palace, and give a running course that covers walking and eating habits, creating a friendly atmosphere.''

Participating members are of all ages and genders, including those who have purchased running wear and Shoes from Allbirds, and those who have been introduced by other members. Some of the participants are professional runners who have won tournaments, and stores in the surrounding Marunouchi area are also involved.

Mr. Minowa: ``There are many very unique shops in the neighborhood, including food and Fashion brands, all of which have the same desire to ``make the future better'' as we do.Although we are new to Marunouchi, we are rapidly expanding our circle of shops. We are trying to have active exchanges so that we can create new ideas."

Mr. Arimatsu: ``I feel that there is a strong horizontal connection between the stores.Even when we opened the store, some people had already researched Allbirds and welcomed us very favorably.'' I think the atmosphere creates an atmosphere where it is easy for customers and shops to interact with each other.Marunouchi has everything: commercial facilities, retail stores, food, nature, entertainment...so even if you go to the consumer side, it is always a good place. It's an exciting town, and we want to continue to liven up the town together with neighboring stores."

Mr. Minowa: ``I think Marunouchi has evolved into a wonderful city, not only for business, but also for sightseeing.It has plenty of Parking Lots, so it's easy for families to come.It will continue to develop its culture and become an attractive city. I think it still has the potential to become a town. After the coronavirus is over, I would like to involve people from overseas and contribute to the further development of the town."