Giving keeps Blake’s feet firmly on the ground
BLAKE Mycoskie is known as chief shoe giver in the social company he founded, Toms.
Mycoskie, 38, a university dropout, came up with the idea for Toms while travelling in Argentina and being overwhelmed at the number of children without shoes.
Through its “one-for-one” campaign – Toms donates a pair of shoes for every pair purchased – the company has given away more than 35 million pairs of shoes since 2006.
Its message has been a hit with youngsters, a crucial and difficult-to-reach market for any retailer, and the company has even trademarked its famous tagline.
Significantly, Toms has demonstrated that it is possible to have a social purpose and operate as a successful business.
Last year, private equity giant Bain Capital bought a 50% stake in the Los Angeles-based company, which is valued at $625-million (R7.5-billion).
“For many retailers, their profit margins are low. They spend lots of money on advertising,” Mycoskie said.
“Toms doesn’t have any ad spend. A big portion of our spend goes on giving. But by giving, we build a community and people recommend through word of mouth and on social media.”
Toms gives away shoes in 60 countries and works with 100 NGOs to distribute them.
“One for one” has inspired many other companies to consider their social footprint, and Toms has expanded the campaign beyond shoes and into other forms of welfare.
Toms Eyewear, which donates a pair of glasses with every purchase of sunglasses and optical frames, has helped 300 000 people since 2011.
Its newest campaign is to provide birth kits to expectant mothers in developing countries, in exchange for every handbag it sells.
“Since we started nine years ago, it’s great to see many of the communities we’ve helped have really developed.”
His first order was for 250 pairs of canvas shoes, made in Argentina, with the aim of selling them to raise money to send back to the country.
He moved manufacturing to China as his shoes became fashionable among trendsetters, including members of boy-band One Direction and global stars, like Charlize Theron, and other film icons.