Words by Ursula Terlecki Photos by Filip Terlecki
It seems that more and more companies nowadays are getting into the giving back mode. It’s not just about making profits but instilling a culture of philanthropy into the brand philosophy. An early adapter of this was TOMS.
In 2006, American traveller Blake Mycoskie befriended children in a village in Argentina and found they had no shoes to protect their feet. Wanting to help, he created TOMS, a company that would match every pair of shoes purchased with a pair of new shoes given to a child in need. Last year, TOMS evolved from a shoe company into the One for One company, and is now addressing an entirely new need in addition to shoes through eyewear – helping give sight to people in need around the world.
On December 7th, TOMS opened the doors to its GIVE Shop; an experiential event held in Toronto where guests were taken on a journey of Giving. With ‘GIVE’ as the core message, this was the perfect union to showcase the true meaning of the TOMS motto. There was music, food, crafts, and of course a Christmas atmosphere encouraging the spirit of giving.
Over the weekend of the fair, 15 trees were on-site for visitors to decorate together, and delivered to local shelters in time for the holidays.