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BLAKE MYCOSKIE Putting his best foot forward Text by Thomas Stevens
The story of how TOMS was founded has all the right ingredients for a cinematic adaptation; a successful businessman travelling through South America is struck by the vastness of the continents poverty and the direct, physical effects it has on the local children and decides to make a change. In an attempt to be of effective use, Blake Mycoskie came up with the idea behind the socially responsible shoe brand and its core philosophy; the one-for-one principle. Simply put, for every purchased pair of shoes, TOMS donates another pair to a child in need who is located in one of the designated areas. With the help of these so-called Giving Partners, Blake has been able to provide over 15 million pairs of shoes to children worldwide. However, his mission doesn’t stop there. By adding eyewear to its line of products in 2011 and coffee in 2014, TOMS’ global expansion is one that prides itself on social responsibility. Prestage met with the savvy entrepreneur in TOMS’ new Amsterdam based store, where the charismatic philanthropist and bestselling author shares his love for travelling and expresses his unbridled drive for change.
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You started TOMS with a single shoe, the South American
They are truly indispensible and a fundamental part of what
Besides a successful entrepreneur and philanthropist, you
alpargata, why specifically this model? "What I loved about this
makes this company so special and how we can make such a
are also a New York Times bestselling author. Why do you
shoe was that it had a simple and utilitarian design. From farmers
profound difference."
think the book, Start Something That Matters, has resonated
to polo players taking off their heavy-duty wear, they all have
"By giving these women a chance to create a steady income they help them to become self sufficient and independent, which is a beautiful business model."
with so many people? "I think that people, especially young
been slipping into these alpargata shoes for years now. Since we
How are you planning on expanding the one-for-one
adolescents, are looking for new ways of doing business in this
didn’t really have anything similar in the US where I had been
principle? "The idea is to add a product each year, but not
current day and age. TOMS has set an example in that sense
living at the time, I wanted to start with a classic, utilitarian
just for novelty’s sake, they really need to be aligned with the
and it allows people to think differently about things and to not
design that would be attractive to a large variety of people.
brand’s core philosophy. In 2011, we added eyewear to our
settle for less. The book isn’t only about my personal story, but
Due to its unique appeal, people quickly latched on and began
line of products, which entails that every pair of sunglasses
it also captures the ones from other social entrepreneurs, and so
recognizing them as TOMS shoes. Another important element
purchased, sight-saving medical treatment, prescription glasses
it provides different points of inspiration. I have heard of CEO’s
is the fact that we want to offer our global customers a slice of
or surgery is donated to a person in need. Since we aren’t
giving the book to their marketing departments, which is great
Southern Californian culture, which fits with the laidback look of
affiliated with the major eyewear brands, we have to work with
because it means they are acknowledging its urgency and that
the shoes. We have one product design studio in Los Angeles and
smaller production companies. And due the small quantities
the message is slowly trickling down."
in order to permeate the market with what we are inspired by, I
these companies provide allow us to create an accessible, yet
feel it is vital to keep our product design in California."
high quality product. In 2014, I launched TOMS Roasting Co;
Are there any start-ups or new initiatives that excite you?
a company which offers coffee sourced through direct trade
"There is a brand called Krochet Kids that make all sorts of
Does the offer differ per continent? "Most of the product offer
efforts in Rwanda, Honduras, Peru, Guatemala and Malawi.
products out of crochet with the help of women from Uganda
is the same globally. However, this year we’re introducing a lot
Moreover, TOMS Roasting Co. will donate a week of water to
and Peru who are marginalized and out of jobs. By giving these
more boots for the Fall/Winter collection. We’re bringing new
people in need in supplier countries for every bag of coffee sold."
women a chance to create a steady income they help them to
silhouettes and styles to the collection, which were inspired
become self sufficient and independent, which is a beautiful
by classic cold weather materials like leather and wool. Some
TOMS is proof of how successful entrepreneurship doesn’t
business model. Another company is FEED. They focus on
terrains require a more robust shoe because of the volatile
necessarily have to lead to an exclusion of social responsibility.
accessories and work together with the World Food Program,
weather conditions, and so for this season we’ve tapped into
Still, this way of thinking isn’t more common, why do you
which is another great example."
those external influences more and expanded the collection by
think this is? "Hopefully, our story will inspire brands to follow
adding some sturdier styles. We also complemented our giving
suit and underline that philanthropy is just as much part of a
What can you tell us about ‘One Day Without Shoes’? "It’s
shoes range with a durable, heavy-duty boot made for colder
business model as the vision and mission of a brand. For a long
something that we started six years ago and since then has
climates. It’s currently given to children in Eastern Europe,
time, businesses have solely focused on profits and financial
spread throughout the world. Essentially, it’s a day where we
Central and East Asia, South America and the United States."
gains, yet I feel these are short term goals and not gearing
try to raise global awareness about the importance of shoes
towards a long term commitment. In fact, I strongly believe you
by not wearing any. Sure, I can sit here and show you all these
What is the concept behind the TOMS store in Amsterdam?
can improve profits by imbedding social responsibility into a
statistics that tell you we need them for protection and that
"We really tried to create a sense of community space, a place
corporate identity by making it a fundamental part of doing
children who don’t wear shoes run a higher risk of attracting
where people want to enter, hang out and spend time with one
business. Which is exactly what we’re trying to express here at
hookworm or scoliosis, but statistics can only take you so far.
another. The more people in here, the more energy it creates,
TOMS, that you don’t have to sacrifice profits in order to have
It all becomes much clearer once you go a day without shoes
which ultimately leads to engaging relationships and provides
an engaging brand. It does however, require a different type of
in the freezing April cold, so we ask people to go barefoot for a
inspiration. Of course, all our products in the store are for sale,
leadership and mindset and forces you to look at things with a
day. And it’s great; from American law firms and Dutch college
but we’ve merchandised it in a way that doesn’t feel like it’s
more long term view. It also requires complete conviction and
students, to Korean kindergarten teachers, millions of people
trying to sell you something. It’s supposed to be more than just
an undeniable faith in what you do."
from all over the world have latched onto it and participated. It’s
another shoe store or eyewear store."
a really effective way of engaging in conversation and raising How has travelling the world influenced your entrepreneur-
awareness on the topic."
Who are these Giving Partners you so lovingly mention?
ial mindset? "What’s great about being able to travel is that,
"They’re a vital part of the entire process and we wouldn’t be
if you’re aware and have an open mind for the differences in
What plans do you have in terms of the global expansion of
able to do what we do without their help. In essence, there are
cultures, it gives you great stimulation for new ideas. You might
the TOMS brand? "There are lots of unforeseen possibilities
about 125 Giving Partners stationed in various places, spread
see something in a shop you normally wouldn’t see, which
regarding future expansion. I would even go as far as to say
throughout the world. They integrate the shoes into their
can generate new opportunities, or you talk to someone in a
that, in twenty years from now, Africa could be a big market due
existing programs for providing essential needs, which include
restaurant you normally wouldn’t go to and become enlightened.
to all the community-building we are doing over there with our
vaccinations, building schools and creating clean water systems.
I like taking these trips a couple times a year, just to keep myself
projects and the rapid growth of its economy. But for now, I’ll
And because they’re stationed in the designated areas, they’re
inspired on the product side of things, but also in the way people
be travelling the Western European and Asian markets, looking
able to aid in monitoring and sustaining the help. See, a child
communicate with each other and engage in relationships. Most
for new opportunities in terms of expansion and laying solid
will were out it’s shoes within four months, whereas the Giving
importantly, I like to see how different people connect to the
foundations to turn TOMS into a global brand."
Partners ensure us that the help is consistently maintained.
story behind the brand, because it’s such a unique one." 30
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