The label opened doors Thursday at The Americana at Brand luxury outdoor mall in Glendale, Calif., featuring a seasonally curated selection of footwear, eyewear and accessories for men, women and children.
Among the highlights of the new space: a section to educate customers on how, where and what Toms gives worldwide through its philanthropic efforts. For every product purchased, a personal in need gets help.
The “giving wall,” an iteration of what’s included on its website, features models of the shoes that Toms gives out globally, as well as statistics and updates on how the brand helps with vision, clean water, safe births and bullying prevention services.
According to staff, versions of the “giving wall” will roll out at different retail spaces.
Some of the “giving shoes” featured on the wall include canvas slip-ons that are given throughout Africa and Latin America; girls’ and boys’ school shoes; sports shoes; and specialized shoes for China, Nepal and other wet weather regions. The brand’s romper shoe is inspired by the wet weather model.
However, the footwear disseminated to the needy is often not of the same variety that is sold in stores. The items are highly durable and unique to its wearer’s geographic location and needs.
Also included in the education center is a virtual reality tour of a Toms giving trip and a community sign-up sheet for events.
At the front of the store, a section is utilized to display Toms’ latest collaborations, such as its Keith Haring line of footwear and eyewear. The area is in between a wall devoted to eyewear on one side, and the other presents new footwear silhouettes.
Other spaces in the store display seasonal bag and footwear options; the back of the shop houses its help-yourself section of Toms’ traditional core slip-on shoe.
The décor is in line with the brand’s sensibilities, offering customers an all-natural feel — restored wood, distressed shelves and items inspired by culture and travel, including snaps of giving trips.
Toms will celebrate the new space on Saturday with a family-friendly grand opening launch party from 1-4 p.m. PT, featuring games on the outdoor mall’s lawn, photo booths and “style your sole” stations for customers to decorate their own pair of Toms classics (RSVP).
Guests will enjoy a Disney medley performance by Forever in Your Mind and a meet-and-greet with the band.