TOMS Shoes’ Blake Mycoskie Talks to PSFK

The one-for-one model isn’t working so well for OLPC, but it’s doing wonders for a small company called TOMS Shoes, which donates one pair of shoes for every pair sold. The shoes have a distinctly traditional look to them (they’re modeled after the traditional Argentinian alpargata, a simple slip-on canvas shoe), but they’ve certainly crossed over into the mainstream. As TOMS preps to launch its most recent design collaboration with Element Skateboards, PSFK talks to founder Blake Mycoskie about where the company came from, and where it’s going.

What was your original inspiration for TOMS and how did you turn it into a viable business model?

I was traveling in Argentina in 2006, just on vacation, and came across so many children who did not have shoes. Their feet had cuts and infections, and there I had the idea to start a shoe company that would serve as a sustainable way of giving. For every pair some one purchases, TOMS gives a pair to these children. If I had created a non-profit, we would have been able to give shoes once, or maybe twice, but by developing this One for One model, we have been able to return to these communities and other areas across the world with shoes for children in need.

In the past couple of years, TOMS has collaborated with a whole range of brands, most recently Element Skateboards. How do you choose the best partners?

TOMS inspires people to be creative about how they are changing the world, and we’ve been lucky to be approached by incredible people who are moved by the One for One mission.

In my first conversations with Johnny, the founder of Element, he admitted when he first saw TOMS, he wanted to take the silhouette and re-purpose it for Element. But once he learned more about the One for One mission, he was inspired and wanted to do a collaboration directly with TOMS. Every season, from now until forever, Element will have a One for One deck in their line, giving a skateboard to a child in Durban, SA for every deck sold. Its really amazing to see such an established, respected brand adopting this One for One business model.

Is there a risk of commoditization of the TOMS brand? The shoes seemed to have crossed the “trendy” threshold. Are you ever afraid that the message may get diluted by their trendiness?

I think one of our greatest strengths is that we do appeal to so many audiences. Trendy fashionistas, moms running errands, a guy going to a rock concert, students headed to class: the alpargata is a great shoe and the One for One message is so strong that I don’t see it getting diluted. Everyone who wears a pair of TOMS is aware of the impact they are making, and are excited to re-tell the story.

What’s next for TOMS shoes?

We have a lot of amazing initiatives and news in the weeks and months ahead. One initiative we are focusing a lot of our attention on is a condition called Podoconiosis, a soil-transmitted disease caused by walking in silica-rich soil. Over a million people are suffering from this disease in Ethiopia. It causes extreme swelling in the feet and lower legs, and open sores and ulcers develop. But what’s incredible is its 100% preventable with shoes. Now, we are giving a special shoe in Ethiopia five days a week. You can watch our YouTube video, “WhyEthiopia” here.

Keep up with TOMS Shoes at Mycoskie’s blog, the TOMS blog, or the TOMS Twitter feed.