Allbirds teams up with other creative sorts for Wellington collaboration

  • Design
  • March 9, 2017
  • Benjamin Mack
Allbirds teams up with other creative sorts for Wellington collaboration

Allbirds teamed up with the coolest little capital in the world for Allbirds And Wellington, an eight-day citywide celebration of Wellington artisans and creators focused on quality, craft, and imagination.

Co-founded by Wellington native and former All Whites skipper Tim Brown, Allbirds has harnessed the unique and sustainable qualities of New Zealand merino wool to produce the Wool Runner, a shoe literally made out of wool. Although these days the company is based across the Pacific Ocean in San Francisco, the Allbirds And Wellington project saw the company team up with craft brewery Garage Project, coffee roaster Coffee Supreme, and chocolatier Wellington Chocolate Factory.

Each business inspired a limited-edition Allbirds And Wellington Wool Runner. Black in colour, each shoe included detailing capturing the essence of each partner brand. And in the true spirit of collaboration, each partner created an Allbirds-inspired product including a Garage Project Beer, Coffee Supreme special roast coffee, and a Wellington Chocolate Factory chocolate bar. Illustrations for the Garage project beer can and the imagery for a social media campaign for the collaboration were created by Toby Morris.

Brown says that while Allbirds is headquartered in California, the Land of the Long White Cloud remains the company’s spiritual home. “Allbirds And Wellington enables us to bring together the Wellington community to support local brands that approach their craft in a novel and natural way, while also paying tribute to Allbirds’ Kiwi roots,” he says. “Hopefully we’ll also be able to introduce these stellar Wellington brands to an international audience.”

Brown says Garage Project stood out as an example of a company looking at what everyone else was doing and then not doing that. Rather than play by the rules, he says, they do their own thing and are constantly evolving and building momentum. Its prodiuct line is "almost like an Instagram feed," he says.

The collaboration also came as Allbirds celebrated one year since the launch of its signature shoes. It was similar to Allbirds And San Francisco, which saw Allbirds open a pop-up shop in the Bay Area and team up with a variety of local businesses.

During the eight-day programme, Allbirds fans were also able to try on and buy limited-edition Wool Runners at a pop-up store located at creative video agency Wrestler in the hip Te Aro neighbourhood. If that wasn’t enough, Allbirds collaborated with artistic Wellington natives Andrew J. Steel and Toby Morris to craft a mural celebrating the partnership program. The two-story mural was painted at the beginning of the month in the Eva St alleyway.

So what’s the takeaway from all this? Allbirds may be flying high and far, but it always returns to its nest.

This story originally appeared on Idealog

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

 

The graft and the glory. But mostly the graft.

  • Opinion
  • August 23, 2017
  • Vena Crawley
The graft and the glory. But mostly the graft.

Contact Energy chief customer officer Vena Crawley, who has just been appointed The Warehouse Group's Future Director for the current financial year, shares his perspective on the hard work that makes marketing campaigns successful.

Read more
 
 
 
 
 
topics
The future is bright
We spoke with four retailers in their twenties ...
Spotlight on signage
At first glance, the humble in-store sign might ...
Red Awards 2016
The Red Awards for retail interior design celebrate ...
Auckland Unitary Plan
Auckland is changing. The Unitary Plan will decide ...
Sisterhood
Women in retail help one another. We spoke ...
All things to all people
Kiwi retailers share their omnichannel strategies.
How to open a store
Sarah Dunn considers what it would take to ...
Rising stars
Retail's top young achievers.
Delivering on your promises
The sale isn't over until your item is ...
Retail in heartland New Zealand
Retailers keep the regions pumping, but how strong ...
The changing face of retail
Shifting demographics are creating big changes in New ...
The retail yearbook
With the help of experts in the retail ...
Retail rogues
We put the spotlight on staff training. Jai ...
Here come the giants
Topshop has arrived in Auckland’s CBD, David Jones ...
From retail to e-tail
Ecommerce has become part of the way mainstream ...
Loyalty in the digital age
How are retailers maintaining loyalty? Sarah Dunn, Elly ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
The Innovators | In partnership with Spark Business
Technology is rapidly changing the retail industry as ...
 
 
 

“Follow nobody”: Endemic World talks 10 years in art

  • News
  • August 22, 2017
  • Sarah Dunn
“Follow nobody”: Endemic World talks 10 years in art

Kiwi art retailer and print specialist Endemic World has produced a series of gently satirical prints in celebration of a decade in business. Its new gallery art print series includes four graphic posters designed by the Endemic World team “for the art critic within”.

Read more
 
 
Next page
Results for
Topics
Jobs
About us.

The Register provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise
The Register

editor@theregister.co.nz

Content marketing/advertising? Email marlene.coote@tangiblemedia.co.nz or call 09 358 7297 / 027 544 2298

View Media Kit

}