A few years ago, TOMS shoes started a program:
If you buy a pair of TOMS, they'll give another pair away to a child in need.
The idea took off, and suddenly the shoes were everywhere - on rock stars, on socialites, on the entire NYLON staff (and even our intern, Caitlin
, who left to work for TOMs full time last year).
And it keeps getting bigger. Now TOMS is pairing with Element, designing new shoes and a skateboard for Spring '09 that uses the same one-for-one concept as the kicks - for every board you buy, another will be donated to a kid who wants one.
Sounds like a win-win situation - unless you're afraid of sharing your halfpipe with all the new kids who'll get boards...