Allbirds, the new-age sustainably-built shoe has been loved and adored by many around the world especially high-profile celebrities like Barack Obama, Ben Affleck and Larry Page- has publicly schooled Amazon on their new brand.

Co-CEO Joey Zwillinger wrote an slamming post on Medium for Amazon’s plagiaristic behavior and even did a quick jab on how they can make their shoe more environmentally friendly.Amazon had recently revealed their private label brand, 206 Collective that had very strong similarities to the Allbirds aesthetic.

This isn’t the first time Amazon pulled off this move, they do have a strategy of being copycats by creating private labels that takes heavy inspiration from market leaders in their respective industries. It’s actually gotten the company in trouble with regulators overseas and create beef with its valued marketplace sellers have antitrust concerns.

Here are some excerpts:-

“we created the world’s first green EVA — a sustainable version of the foam used on the bottoms of sneakers (including yours), and one of the industry’s most ubiquitous materials.”

“We’re also removing carbon from the atmosphere and locking it away with one of the most photosynthetically-efficient crops, fighting climate change in the process,”

“If you replaced the oil-based products in your supply chain with this natural substitute (not just for one product, but all of them), we could jointly make a major dent in the fight against climate change. With the help of your immense scale, the cost of this material will come down for all users of this material, allowing for even broader adoption,”

What really sells his post is his finish with “please steal our approach to sustainability.”

One thing is for sure, is that Joey played the perfect Underdog card that really took on Amazon in the game of sustainability.