Allbirds founder Tim Brown may have left his football career behind years ago, but reminders of his midfield grit are still evident as he sits down for a chat with the Herald.

While most executives – and sports stars, for that matter – opt for an anodyne approach, with plenty of carefully rehearsed lines, Brown doesn't hold back when asked whether the sustainability movement is perhaps being overblown.

"People don't buy sustainable products," he snaps back.

"They buy great products."

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This distinction is important to Brown because it strikes at the core of what many businesses get wrong at a

Lessons from wool

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A big bonfire

Evangelical dishonesty

Stitching it together