Allbirds sets regenerative wool goals US footwear brand Allbirds has committed to sourcing 100% of its wool from regenerative sources by 2025. The direct-to-consumer shoe brand will launch its first products made from the sustainable fibre within the next year, and will work with existing suppliers to meet its goal to shift sourcing entirely by the middle of the decade. The new commitments target Allbirds’ most resource-intensive natural material: Merino wool accounts for about a quarter of the natural materials the company uses, but 80% of emissions related to natural materials. The ambition to change its sourcing practices supports efforts to ensure the company’s wool supply is carbon neutral — another 2025 target. Allbirds will look to achieve this through regenerative agriculture, a natural farming technique that has the potential to extract carbon out of the atmosphere, which is then absorbed back into the land.