Call me biased, but my Allbirds are the most comfortable shoes I have ever owned. Not only are these shoes made of merino wool, making my feet as snug as a bug in a rug, but they are actually good for the environment! Based on sales since its launch in March 2016, it’s apparent that consumers are flocking to this sustainable, comfortable concept. In fact, Allbirds sales have grown 443% since launching and grew 176% in Q4 alone. What makes this story so compelling is that Allbirds are only available online, and speaks to the potential pure-play ecommerce brands have in a millennial-dominated era. So long as they continue to promise and produce “better shoes in a better way,” Allbirds’ growth shows no sign of stopping.