Allbirds Hits the Ground Running in NYC

The cult Silicon Valley comfort sneaker opens a concept shop in SoHo, with a new city-inspired colorway

Newcomer Allbirds breaks a lot of shoe rules. Their $95 shoes, which come in only two styles (runner or lounger), are logoless, machine washable, made from sustainably sourced merino sheep wool, and meant to be worn without socks. Comfort is their key goal, which is why it’s become the go-to shoe in Silicon Valley, but they don’t cut corners: it’s also a Certified B Corp.

Though Allbirds has a pretty generous return policy—a 30-day trial period where you can send the shoe back in any condition—folks who really want to try before they buy can now do so at their new concept shop in New York’s SoHo neighborhood. (Currently they only have one other shop, in SF.) The shoe’s woolen interior and exterior has an unusual and soft texture that’s hard to convey through photographs.

One more reason to pass by the store is a new limited edition colorway only available at the location, and won’t be available online. “As we thought about opening our first store in New York, it was impossible for us to ignore the city’s natural energy and intensity,” Allbirds co-founder—and retired New Zealand footballer—Tim Brown tells CH. “We always take inspiration for our limited edition colors from nature and felt that New York’s nighttime skyline made for the perfect exclusive color, Starry Night.”

The new Allbirds shop is located at 68 Prince St and is now open to the public. Inside is a human-sized hamster wheel for customers to walk around in the shoes, and free shoelaces made from merino wool for the masses.

Images courtesy of Allbirds