The Mystery of Business Casual
No one knows what shoes to wear to work. Silicon Valley has an answer.
The first time I tried on a pair of Allbirds sneakers, I was in the brand’s San Francisco boutique, sitting on a gently curved wooden stool designed to tip forward in aid of shoe-changing. The stool was created by the same people who design the start-up’s shoes, and it made me feel the same combination of familiarity and irritation: Do we really need tech to disrupt the established technology of stools and sneakers?
My answer, after sitting on the stool and trying the shoes, is a begrudging, contemptuous “sometimes.” The tip forward helped. And the shoes, I silently admitted to myself, were astonishingly comfortable.
Allbirds has been selling sneakers made from environmentally friendly materials since 2016. The brand’s most recognizable style is its Runner, which looks a lot like a logo-free, work-appropriate version of Nike’s popular Roshe One. It’s what a running shoe needs to be in order to fly under the radar in an office.
In theory, I should be the brand’s ideal customer: I hate uncomfortable shoes, I work in an office with a vaguely casual dress code, and I’ve owned several pairs of Roshe Ones. I’m a member of the digital creative class in which Allbirds has found its most dedicated market…
