“The most comfortable shoe in the world” can be both stylish and simple: That’s the mantra for Joey Zwillinger WG10, co-founder of Allbirds, the company making a sleek $95 sneaker that puts fit and function ahead of flashy logos. The shoes are made from an innovative merino wool fabric that’s breathable, lightweight, soft, and odor-resistant. Zwillinger has credited guidance from Wharton pals at Warby Parker and Harry’s Razors with his company’s quick raise of seed capital, and Allbirds prides itself on using renewable materials and an eco-friendly manufacturing process. As for that bold comfort claim? Time, Wired, and Business Insider all agree.