TOMS have opened their very first pop-up shop in Covent Garden with the mantra that for every pair of shoes sold, a set of footwear is donated to a child in need. The company constantly campaign to tackle the situation in developing countries where millions of children grow up without protection on their feet putting them at risk of injury and disease. Therefore the aim of marketing is not simply to raise awareness of their brand but also highlight the impact new shoes can have on a child's life. Shoes mean a simple step towards health and access to education, which is why I got involved with one of the schemes of the pop-up shop. Designers have customised a pair of espadrilles which go on sale via a silent auction to pull together some extra funds and interest to the cause. Charlie Le Mindu, Pam Hogg, Yang Du, Joanne Stoker, Felder Felder and MARIMODO have all taken part with the final designs being exhibited on May 31st. The London College of Fashion will be decking out the store with window displays and installations for the special event .................. here are my finished plimsolls now sent off for the students to work their magic to put instore. Check out the TOMS blog for more information on how to purchase these one-off releases........... I can't wait to see Yang Du's!
The TOMS pop up store will be open at 69 Neal Street, Covent Garden, WC2H 9PJ between 3rd May and 28th June, and opening hours will be Monday to Friday 11am-7pm, Saturday 10am - 8pm and Sunday 11am – 6pm.
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