I recently started a relationship with Tom and I think he’s a keeper. He lets me walk all over him! Ok, enough of the jokes. I am of course talking about Toms footwear. And yes, we are all aware any hipster/scenester/indie wonder kid worth their weight in roll ups own a pair already. Actually I have two, although my scenester credentials leave something to be desired.
The thing is, Toms as a brand have created one of the strongest ethical identities with a ‘cool’ image in recent times. As well as a perfect (in my opinion) product, which they have managed to successfully expand upon. Most fans of the brand know that it was built under the pretence that for every pair bought a pair of shoes would be given to an underprivileged child (the ‘one for one’ campaign). And now Toms are branching into designer sunglasses with the same focus on eyecare. And with shoe collaborations with The Row’s Olsen Twins as well as expanding in to the wedding market (I’m not kidding, they now offer a satin pair for the blushing bride), it seems Toms is giving larger corporate companies a run for their money, whilst giving back to the community. And hey, that might explain why you can now buy them all over the high street, from Office, Schuh and Soletrader.
But hey, they’re not for everyone. However, I am already planning on adding about 5 different pairs to the old Christmas list. I’m surely not the only one with a Toms addiction, no?