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Allbirds and Just Water’s New Capsule Collection Supports Amazon Firefighting Efforts

Direct-to-consumer footwear phenom Allbirds and Just, a sustainable water company founded by musician Jaden Smith, have released a collaborative capsule collection benefiting firefighting efforts in the Amazon forest.

Both brands have touted their use of sustainable materials and supply chain practices, and have come together for a limited-edition drop that supports their shared values. Allbirds derives components of its footwear from Forest Stewardship Council (FSC) certified trees, sugarcane-based SweetFoam midsoles, recycled plastics and cardboard, while Just has taken on the industry standard plastic water bottle, replacing it with a plant based carton.

Allbirds and Just have also committed to drastically reducing their carbon footprints through supply chain adjustments and the support of carbon offset programs, and have attained certified B Corporation status. In order to attain the certification, brands must commit to the highest level of social and environmental performance, transparent operations and accountability.

The footwear collaboration will feature the brand’s signature Runner, priced at $95, and its Tree Topper shoe style, which retails for $115. Both will be available in men’s and women’s. The Runner style features an all-white upper and outsole with blue lace and eyelet details to match the Just water carton, while the Tree Topper style sports a bright blue outsole. Both shoes come with a multi-lace kit featuring the colors from Just’s flavor-infused water packaging.

One hundred percent of the proceeds from the sale of the collection will be donated to the Amazon Forest Fund project by Earth Alliance, an environmental group co-chaired by actor Leonardo DiCaprio and philanthropists Laurene Powell Jobs and Brian Sheth.

According to the Earth Alliance website, more than 9,000 separate fires are currently ravaging Brazil’s rainforests due to unprecedented levels of deforestation that have dried out the region. Already, VF Corp. has ceased sourcing leather in Brazil, in reaction to the country’s slow response in battling the ongoing fires. The Amazon Forest Fund has committed $5 million upfront to a multitude of local projects that include fighting the fires, providing relief to impacted communities and promoting conservation efforts.

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