TOMS Shoes + Element: 1-For-1 Goes 2-For-2

TOMS Shoes introduced the world to the One-For-One business model back in early 2006. For every pair of shoes they sold, one pair would be given to a child in need. Some called it simply genius, others called it fiscal suicide. Over the past three years, TOMS has given over 100,000 pairs of shoes to kids in Argentina, South Africa, and Mississippi. Not only have TOMS canvas slip-ons become quite trendy, but it seems the One-For-One methodology has caught on as well.

Element Skateboards has just launched a collaboration with TOMS. For every TOMS co-branded skateboard they sell, one board will be given to a kid at the Indigo Skate Camp near Durban, South Africa. Skateboarding gives the kids at Indigo a positive activity to revolve around; much needed for those living in the midst of one of the most dangerous cities in the world.

A few weeks ago in Venice, CA, there was a quaint little party at the TOMS “pop-up” store on Abbot Kinney Blvd. Hipsters, skaters, locals, and staff drank beer, talked skating, browsed shoes, and rocked out to one of LA’s finest deejays, Mr. Alfred Hawkins. Blake Mycoskie, Founder of TOMS, and President of Element, Johnny Schillereff, got up to speak about how the partnership came to be, while the half drunken crowd of do-gooders whistled and catcalled their favorite heros of conscious commerce.

Johnny summed up the partnership by saying, “I’ve been doing this (Element) for 18 years. Being a serial entrepreneur and trying to make a difference at the same time is really challenging. Trying to make money and be involved with philanthropy is very hard…So I think what Blake has done along with Element-it’s a huge accomplishment. Blake says this and I agree, this is a future business model…It’s profitable and you’re doing the right thing, and at the end of the day, that’s what’s important.”

I wonder who’ll be next to join Blake and Johnny in the brave new world of One-For-One commerce. Vera Wang, perhaps… Cause you know I can think of at least one “child” in need of couture. She’s a size six and her name begins with a J.

Anywho, I digress. Go check out the cool promo video below.