On August 23rd, Amazon launched its 206 Collective Men's Galen Wool Blend Sneakers. The bland and mouthful-of-a-name was not the important part: The shoe closely resembled the signature sneaker that put Allbirds on the map and led to hundreds of millions of dollars of lifetime sales. The kicker was that Amazon sold its shoe for less than half of what Allbirds did—a private label attack in its purest form.

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