Allbirds is courting a new customer base.
The San Francisco-based startup has created its first collection of children’s shoes, aptly named Smallbirds. The limited-edition offering — which launches today — features mini versions of the eco-minded brand’s popular merino wool lace-up runners for adults.
The toddler-size sneakers are machine-washable and come in three fun colors: gray, royal blue and red.
“Customers have long been asking when we would introduce a line for kids,” said co-founder Tim Brown. “Given merino wool’s intrinsic qualities — it’s soft to the touch, washable and tailor-made for sensitive, young skin — it made complete sense to move in this direction. Plus, the naming options were just too good.”
To celebrate the launch, co-founder Joey Zwillinger penned a whimsical children’s picture book, “Sadie Shaves the Day,” about a curious and courageous sheep. “We loved the idea of connecting the Smallbirds launch with a playful story about a single person’s ability to make a positive impact on our planet,” Zwillinger noted.
For a limited time, Smallbirds customers will receive a free copy of the book with their purchase. Additional copies will retail for $15, with all proceeds going to benefit 826 Valencia, a nonprofit organization dedicated to helping children and young adults develop writing skills.
Priced at $55 a pair, the new Smallbirds shoes are available online at Allbirds.com, as well as at the brand’s concept stores in New York and San Francisco.
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