TOMS Shoes

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TOMS Shoes is a brand of shoe created in May 2006 to help children living in poverty. Created by Blake Mycoskie, a former contestant of reality TV’s “The Amazing Race”, the name TOMS is derived from the slogan "Shoes for Tomorrow". The goal behind Mycoskie’s line of shoes is to end poverty in third-world countries through fashion, generosity, and charity. For every pair of shoes purchased, TOMS gives a pair of shoes to a child in need: “One for one”.[1]

Though TOMS is based in Los Angeles, California, many major stores carry the shoes, such as Macy’s, Urban Outfitters, American Rag, Bloomingdale’s and Scoop NYC. Outside of the United States, TOMS are also being sold in stores in Japan, Korea, Canada, and Italy.[2] Additionally, anyone can purchase shoes from the company’s website, http://www.tomsshoes.com. Available in a rainbow of colors and prints, TOMS are offered in women’s sizes, men’s sizes, and even children’s sizes, which are known as “Tiny TOMS”.[3] The average price of a pair of the shoes is $38.00 USD, though most sold on the website are around $48.00.[4] Additional TOMS merchandise is also sold on the website. Similar to the shoes, for every TOMS shirt that is purchased, a pair of TOMS will be given to a child in need. Likewise, for every TOMS hat that is purchased, the money will go toward an equal pair of TOMS shoes. It is also possible to send the shoes as a gift.[5]

Creator Mycoskie, who had never before worked in fashion, came up with the idea for TOMS after visiting Argentina and seeing many children without shoes living in villages plagued with poverty. While in Argentina, Mycoskie adopted the style of the traditional light-weight Argentinean shoe called alpargatas, which is the shoe that he modeled TOMS after.[6]

In 2006, TOMS organized their first official “shoe drop” in Argentina after reaching their goal of selling 10,000 shoes. This drop allowed Mycoskie and other members of the TOMS family to personally deliver the shoes to those living in poverty in Argentina.

In 2007, musicians Isaac, Taylor, and Zac Hanson of the band Hanson partnered with TOMS after visiting Africa and seeing the effects of poverty. During the band’s 2007 “The Walk” tour, the band members will be walking one mile with the fans before each show in an attempt to raise awareness and action for those in need and to fight against HIV/AIDS and poverty in Africa. Fans and those who participated in the walks were encouraged to buy TOMS shoes to support and help those children in need of shoes. Everyone who participated in the walks were also encouraged to walk barefoot to get a first-hand feel of what it was like to live without shoes.[7]

As of late November 2007, Hanson has done 37 walks in 37 different cities across the nation. TOMS were sold at every performance. On October 30, 2007, Hanson and TOMS launched the largest walk of the tour in West Hollywood, California. Both Hanson and Blake Mycoskie spoke at a California press conference about the fight against poverty and HIV/AIDS. They also spoke of TOMS and its goal to deliver 50,000 shoes to South Africa in November. A councilmember of West Hollywood commended both Hanson and TOMS founder Mycoskie about their efforts to help those living in poverty and ruin. [8]

In November 2007, Blake Mycoskie, the rest of the TOMS crew, and Hanson went to South Africa for the second shoe drop, personally delivering their goal of 50,000 TOMS to African children without shoes. An Official TOMS Blog blogger discusses one of the first deliveries on the South African drop: “She watched and eyed the bright pink pair of TOMS I had in my hand. Her little black foot was sweaty from wearing an old holey pair of shoes, too small for her feet. I slipped the shoe on her foot, but it was tight. I could see she was surprised when I told her, I was going to get a pair that fit her. I reached in my bag and pulled out the next size up which I slipped on her feet. They fit and a big smile appeared on her beautiful face. I stood up handed her the old shoes and gave her a big hug. I held her and thought: This gift of TOMS to this child is an even greater gift to me...” [9]

TOMS Shoes has won the “People’s Design Award”, an award sponsored Target and awarded to the company with the best design as voted by the people. Presented by the Smithsonian’s Cooper-Hewitt at the annual National Design Awards Gala in New York City on October 18, 2007, fashion giant Isaac Mizrahi announced the winner and gave founder Mycoskie the award personally. [10]

In addition to winning the People’s Design Award, articles in many major magazines, newspapers, and other publications have been published about Blake Mycoskie and TOMS Shoes. Such publications include People, Time, Elle, Vogue, Italian Vogue, and The Los Angeles Times. [11]

TOMS is planning its’ next “shoe drop” for the U.S. in summer of 2008.

[edit] References

  1. ^ TOMS Shoes
  2. ^ TOMS Shoes
  3. ^ TOMS Shoes
  4. ^ Heroes and Healers - Sponsored by Hilton Hotels - A Shoe That Fits So Many Souls - TIME.com
  5. ^ TOMS Shoes
  6. ^ Heroes and Healers - Sponsored by Hilton Hotels - A Shoe That Fits So Many Souls - TIME.com
  7. ^ Hanson.net
  8. ^ City of West Hollywood, HANSON and Tom's Shoes Will Join Together to Fight Poverty and HIV/AIDS in Africa on Tuesday, October 30, 2007 | Business Wire | Find Articles at BNET.com
  9. ^ TOMS Official Shoe Drop Blog - SOUTH AFRICA 2007: First Shoe Drop Experience
  10. ^ TOMS Shoes Win the People's Design Award - Transworld Business Magazine
  11. ^ http//:www.tomsshoes.com

[edit] External links