In 2007, the Theory Icon Project launched a holiday collaboration with TOMS Shoes-a revolutionary shoe company aiding children in need around the world. Theory flagship stores offered TOMS Shoes to encourage everyone to give a gift that gives in return. For every pair of TOMS Shoes purchased at Theory, a pair was given to a child in Ethiopia.
TOMS Shoes started in May 2006 when founder and chief shoe giver Blake Mycoskie traveled to rural Argentina and was exposed to the region’s poverty and health issues. Feeling moved to help, Blake came back to the U.S. with one mission in mind: to make life more comfortable. His dream was a sustainable company that would match every pair of shoes sold with a pair given to a child in need, one for one. In its first 18 months, TOMS Shoes hand-delivered 10,000 plus pairs of shoes to children in Argentina and 50,000 pairs to children in South Africa.