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Featured samples · Generated from real brand sites
allbirds
The Flock · Journal
Wool sneaker on moss
Materials · 5 min read

Why we still make shoes out of trees

By the Allbirds materials team · November 2025

Six years ago we put a eucalyptus tree on a shoe and a lot of people told us it wouldn't hold up past the second wash. The Tree Runner is now in roughly four million closets, and the trees we source from in South Africa still grow on land that didn't need a single drop of irrigation.

That's not a flex. That's the whole point. Here's how the upper of every Tree shoe actually gets made — and why we'd rather lose a margin point than swap the fiber for something cheaper.

1. The tree comes first, the shoe comes fifth

Eucalyptus pulp gets spun into a yarn called TENCEL™ Lyocell. It uses 95% less water than conventional cotton, and the closed-loop process recycles 99% of the solvent. That's the part the certifications care about.

2. Why your foot doesn't sweat in it

Tree fiber is naturally moisture-wicking and runs about three degrees cooler than wool. That's the part your foot cares about on a 92° August commute.

3. The carbon number on the tongue

Every pair ships with its lifecycle CO₂e printed where the size tag used to be. The current Tree Runner sits at 7.1 kg — about half of an average sneaker. We publish the math; you can audit it.

Want a pair to try?

30-day wear test. Walk in them. Run in them. Wash them. If they're not the most comfortable shoe you own, send them back — we'll re-mill the wool and send the trees back to the soil.

BARRY'S
● The Red Room
Red-lit treadmill studio
From: Barry's <hello@barrys.com>
Subject: Your last class was 23 days ago.

THE RED ROOM
MISSES YOU.

No really — your bike is still 14, your tread is still 8, and the front desk crew is genuinely worried Karen finally beat your PR on Hills + Valleys.

We get it. Travel, holidays, that one week where the alarm just didn't. So here's the deal we don't put on the website.

3 CLASSES · $66

Code REDROOM at checkout. Through Sunday. Any U.S. studio. Bring a friend — their first class is on us.

Chest + BackArms + AbsFull BodyHardcore

One hour. 1,000 calories. The hardest workout in the world.

Landing page · Source: aesop.com
aesop.com / parsley-seed-ritual
aesop
Amber skincare bottles on travertine
The Parsley Seed Ritual

Considered care
for the complexion.

Three formulations, one ritual. Cleanser, serum, and hydrator drawn from parsley seed, green tea, and grape — chosen for skin exposed to the daily indignities of modern life.

Vegan · Cruelty-freeMelbourne, since 1987Complimentary samples
The Ritual Set
$135
Three full-size formulations · Save $24
  • — Parsley Seed Facial Cleanser, 200ml
  • — Parsley Seed Anti-Oxidant Serum, 100ml
  • — Parsley Seed Anti-Oxidant Hydrator, 60ml
  • — Linen pouch, hand-stitched in Lisbon
01
Cleanse

A gel-based cleanser with parsley seed and salicylic acid. Lifts the day from your skin without stripping it.

02
Treat

A weightless serum of green tea and grape seed. Applied morning and evening to skin that has earned it.

03
Hydrate

A featherlight emulsion of squalane and panthenol. The closing sentence of the ritual.

"Three bottles. Two minutes. The only routine I've actually kept up for a decade."
— Featured in Cereal Magazine, Issue 18
Marketing strategy · Granite Heavy Equipment · Boise, ID
Q1 2026 Marketing Strategy
Granite Heavy Equipment Co.
Strategy doc
Positioning

The only heavy equipment dealer in the Treasure Valley that sells you the second machine before the first one breaks. Predictive service, not reactive sales.

Target buyer

Owner-operators of mid-size construction firms (8-40 employees) running fleets of 4-15 machines. They feel pain when a $280k excavator is down for a week in July.

Primary objection

"We always rent from the brand dealer in Salt Lake." Defeated with: 4-hour parts SLA, on-site mobile mechanics, and a public uptime dashboard.

North-star metric

Service contracts attached per machine sold. Target: 0.6 → 0.85 by EOQ.

Channel mix · 90 days
30%
Trade shows + field events

Two hosted breakfasts at the yard (Jan / Feb) for existing fleet owners. One booth at Idaho AGC convention. Goal: 60 qualified intros, 15 demos.

25%
YouTube + LinkedIn (operator-led)

Weekly 4-min field videos with our top mechanic explaining one failure mode per machine class. Distributed by your sales reps via LinkedIn DM, not paid ads.

20%
Direct mail to active permits

Pull weekly Ada/Canyon County commercial building permits over $2M, mail a tabbed binder with the relevant machine spec sheets within 72 hours of permit issue.

15%
Google Search (high-intent only)

Bid on "[brand] [model] dealer near me" and "[machine] rental boise". Ignore broad terms — your CAC there is double.

10%
Referral program for operators

$1,500 cash + branded Yeti to any operator whose referral closes. Operators talk to operators; this is the highest-LTV channel you have and you're underfunding it.

Pipeline target
$4.2M
Service attach
0.85
CAC ceiling
$3,800

What we're NOT doing this quarter

No Instagram. No TikTok. No rebrand. No new website. The buyer is a 52-year-old GC who answers his phone — meet him there first, get pretty later.

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