A socially responsible shoe brand that helps children in developing countries was launched in New Zealand yesterday.
Celebrities and fashionistas attended the official launch of TOMS shoes last night at Auckland's Ponsonby Central.
TOMS has a unique, one-for-one business model: for every pair of shoes sold, a pair is donated to a child in need.
It was established by American traveller Blake Mycoskie, who returned from a trip to Argentina determined to make a difference. Within the first six months, 10,000 pairs were sold.
By 2011, up to 2 million pairs of shoes had been donated to children in countries such as Guatemala, Haiti and Zambia.
Jewellery designer Boh Runga, who has become somewhat of a brand ambassador, described it as a "charity for consumers".
"[TOMS] was introduced to me in Los Angeles while on a shopping trip… It's a beautiful concept," she says. "Every girl loves shoes […] now you can purchase guilt-free".
Australian and New Zealand manager John Elliot had been in the footwear trade for several years before he was introduced to the TOMS brand.
He said it has "grown very quickly" since it was founded in 2006. As well as their Los Angeles store, they now have a Melbourne office and a New Zealand agent.
Retail stores across Australasia are also in the pipeline.
TOMS expanded into eyewear in a bid to help the millions of people living with visually impaired eyesight in developing countries. They provide prescription eyewear and medical treatment for those with injuries.
Their own factories have been set up in Africa, China and Argentina, giving them control over the whole process and providing local, fair-paying jobs.
"The whole model is based on need… we go to where it's needed the most," says Mr Elliott. "We don't limit ourselves to specific regions.
"In order to help people, we of course need to design shoes and glasses people want to wear".
While originally based on the traditional Argentinean alpargata shoe, the TOMS design team has created a wide variety of creative styles, from brogues to heels.
Mr Elliot said he hopes their concept inspires other companies to incorporate a similar "giving ethos" into business models.
TOMS shoes are stocked in Sitka, Shoe Connections and North Beach.
3 News
source: newshub archive
