Just about every twenty-something knows the name. You can spot TOMS shoes on college campuses across the country, often sported by young, socially minded students.
The founding idea, a buy-one-give-one promise, captures the hearts of that young idealistic demographic quite well, satisfying its two greatest cravings simultaneously– one, the desire to feel a part of change (preferably without trying very hard), and two, the desire to, well… look cool. So successful has the company been that it recently sold its two millionth pair, making it at least a 100 million dollar enterprise.
I’ll admit it. I too once donned a pair of grey TOMS cordones every morning, and felt rather smug as I slipped my toes into the little cloth shoe, imaging my improvised counterpart in some distant, developing nation doing the same.
However it has become clear as of late that while the company can certainly craft a stylish shoe, their proficiency in the aid realm is a bit lacking. Actually, to speak frankly, it’s downright detrimental.