AllbirdsIt’s not incumbent on the consumer to change behaviour, but on businesses to take responsibility, says Tim Brown, co-founder of direct-to-consumer footwear brand Allbirds on the latest episode of the Innovators podcast, by TheCurrent.

Speaking to Rachel Arthur, Brown stresses that brands need to show leadership on the issue of sustainability, and not expect their customers to be the ones to do it for them. “People don’t buy sustainability, they buy great products,” he explains.

Brown started his career as a professional soccer player in his native New Zealand, which he says is what got him understanding the comfort needs in footwear. It was when he met co-founder Joey Zwillinger, a San Francisco-based biotech engineer and renewables expert, that the idea of creating a shoe that focused on sustainability and comfort together began to take shape.

Fast forward to 2016 and Allbirds launched its very first product, a pair of wool sneakers. Word of mouth quickly spread about the shoe’s simple design, level of comfort and sustainable use of textiles: a winning combination of good product and good storytelling that is at the core of any DTC brand’s strategy, and as a result, so attractive to the Millennial shopper.

Two years on, the brand has recently announced a new round of funding worth $50m, now valuing it at $1.4bn. With the investment, Brown says, comes the pressure to deliver on the many things they have imagined for the future, with a focus on physical retail, international expansion, and constant material innovation.

The latter has already included everything from a collection using ethically-sourced Eucalyptus fibres and a new flip-flop with a renewable sugarcane sole. The brand has also just opened up its first flagship store in London, as its first international move.

During this conversation, Brown explains how DTC brands succeed by owning every consumer touchpoint, how the narrative of retail being dead is greatly exaggerated, and why, in line with the UN’s recent report on climate change, every brand should strive to be sustainable in 2018.