Tom’s Shoes & The One for One Movement

Katie Brown

Could it really be possible for someone to design a successful business based solely on their desire to give to others? Well, you might want to ask Blake Mycoskie, founder and Chief Shoe Giver of Tom’s Shoes.  Blake has combined the buying power of consumers with  marketing expertise and a desire to give to those in need.  The Result: A brand, company and community called Tom’s.  Tom’s Shoes is based completely on their One for One philosophy.  For every pair of shoes you buy, Tom’s gives a pair to a child in need.  No BS, it’s a perfect one for one trade.  The amazing part, to me, is that even in this poor economy, people want to be part of something good.  And, Mycoskie has successfully created such a buzz around his brand, that their ultra simple shoe style is now a heavily sought after wardrobe piece.  His success speaks volumes for the power of his message.  Through a genuine message and desire to fill a real need in society, Tom’s has created a trend.  He’s used state of fashion and trends in America to give to children.  Genius.

Where did they come from? Blake was so inspired by a trip to Argentina in 2006 that an idea was born.  Making friends with some of the Argentinian children, he realized that none of them had shoes on their feet.  It’s hard for us to even fathom not having anything to protect our feet.  Here in the states, most of us don’t consider shoes a luxury.  We have different shoes for every sport, season, style and mood. But, this is not the case in most third world countries, where children grow up barefoot.  Imagine; walking to the store,getting on the bus, going across town and playing sports…barefoot!  So, one year after leaving Argentina, Mycoski returned with 10,000 shoes for the children.  Tom’s has since given 140,000 shoes to children in need, and they plan to give 300,000 in 2009!

Why a create a business instead of a charity? Blake’s business background made him think that if he established a business, he could create a more sustainable solution to the problem.  As a business, he would not need to depend on donors, fundraisers, etc.  He could create a business plan that would take into account the cost of giving.  He makes a profit, but spends less on marketing so he can afford to fulfill his ‘One for One’ promise.  His marketing machine, though, is actually quite innovative.  He relies heavily word of mouth of his customers, and the community feeling of his brand.  His business is both profitable and charitable, and sustainable.

Why Shoes? Seeing children in need, you might wonder why Blake chose shoes, of all things, to give to kids.  Well, you probably won’t be surprised to hear that Blake had a method to his madness.  Being that feet are the main mode of transportation in many developing countries, children are almost always at risk for foot injury.  Not only can this be really painful (imagine your most irritating blister and multiply that), but they can also lead to infection, which can be very dangerous.  Tom’s has been involved in helping prevent Podoconiosis (also called Mossy Foot).  Podoconiosis is a horrible foot disease that effects 1 in 12 children in Ethiopia.  Not only is it horribly painful, but leads to grotesque disfiguration of your foot.  If effected, you will also be barred from attending school. Throughout his travels and research, Blake also learned that children are not allowed to go to school without shoes.  So, something as simple as a decent pair of shoes, can be a step in achieving education and a healthy life.

Even better? It has to be said that Tom’s are  so comfy!  And they look so cute with a dress, shorts, jeans, you name it!  My first pair are red, and I love them.  I can’t wait to buy my next pair. Beyond the style and comfort though, I can’t help but want to be a part of the Tom’s  community.  The inspiration and excitement they give off is so amazing.  And, each time you buy a new pair, you can feel the happiness of the child who will receive their first pair of shoes from Tom’s.  I only hope I can one day follow in Blake Mycoskie’s footsteps and create something so real and so amazing.  He proves to all of us that if you want to make something happen bad enough, you can!

Tom’s is arriving on ahlivv.com in late April.