What: The successful sustainable trainer brand is launching apparel made of unusual materials and sold at a premium.

Why it is important: At a time when apparel sales are suffering, a new range of clothing would seem to be risky, especially as they are pricier than their direct competitors. However, if the brand values are strong, in this case originality and sustainability, then this is something we should consider.

The sustainable brand from San Francisco which has been such a success selling wool trainers is to launch apparel starting with four styles for men and women from XS to XXXL. Prices range from $ 50 to $ 250 and are intended to appeal to customers who shop at Uniqlo, Everlane or Lululemon. Although prices are relatively high, research has shown that customers are willing to pay quite a premium for goods made from sustainable materials.

Allbirds is valued at $ 1.7 bn and its growth is outpacing larger sneaker brands. According to commentators, their products have been successful because they are “simple, comfortable, but most importantly sustainable”. The founders recognise that producing more makes the company less sustainable. Nevertheless, they are uncovering the point that shoes and apparel can be successful if they give customers a strong reason to buy.

Allbirds, the billion-dolar sneaker Start-up, launches apparel