Fast Fashion, the quick production of new styles for consumer purchase, has created a culture of consumption that has accelerated wastefulness and contributed to environmental degradation. Someone call the fashion police.

Allbirds, a sneaker company, has consistently operated with sustainability and the 7 in 10 Millennials who consider a company’s values when purchasing from them.

Allbirds make their footwear from wool, tree fibers, sugarcane, recycled plastic bottles, and castor bean oil (who knew?). Their shoes are packaged in boxes made from 90% recycled cardboard.

The company is guided by its values to do good by people and this Earth. In response to the coronavirus pandemic, Allbirds donated more than $500,000 worth of shoes to medical professionals; launched a “buy one, give one” program for customers to aid in the assistance efforts; and partnered with Strava (the company behind a popular exercising app) to donate $1, up to $50,000, to World Central Kitchen for every 5K race that participants in the initiative completed.

Allbirds is a certified B Corporation, a new kind of business model that balances purpose and profit to use business as a force for good. Their purpose-driven company forces them to address tradeoffs between sustainability and turning a profit.

What Allbirds does is working. Founders Zwillinger and Brown revealed that the brand sold 1 million pairs of wool shoes in just two years. They succeed by doing things differently.

Allbirds‘ commitment to their values demonstrates that what they do isn’t just for kicks.