Ethical Shoe Seller TOMS Pops Up In Seven Dials

By Zoe Craig Last edited 72 months ago
Ethical Shoe Seller TOMS Pops Up In Seven Dials

Yesterday, a new TOMS pop-up shop opened in Seven Dials in Covent Garden.

It's the ethical shoe brand’s first ever stand-alone store in the UK, perfectly timed to hit the summer stampede. If you weren’t wearing a pair of the canvas creepers last year, chances are you’ll know someone who was. They were everywhere. Their USP? When you buy a pair of TOMS, the company donate another pair to a child in need. Their "one for one" philosophy is brilliantly simple and never fails to make us smile.

The Seven Dials shop will be there until 28 June, offering the classic TOMS shoes, as well as a new range featuring burlap, basket weaves, perforated canvas and chambray. Look out for the rope sole Cordones and tie-dye Desert Oxfords too. We like.

TOMS are hoping the Seven Dials venture will be more than just a place to buy summer shoes with an ethical twist. It’ll be an event space too: kicking off this Saturday with a TOMS Community Fair – live music, shoe customisation, food, drinks, children’s entertainment and more. There'll also be bands playing live later in the month, and a London College of Fashion Window Takeover… plus more surprises in the pipeline.

TOMS are at 69 Neal Street, Covent Garden, WC2H 9PJ until 28 June. Visit to find out more.

Last Updated 04 May 2012


TOMS are a great marketing tool but very poor aid. Not only do they perpetuate the image of a poor Africa waiting for the handouts from the quintessential Whites in shining armour, but they are actually detrimental to local African economy. Give an African child a pair of shoes for free? Great, but then what happens to that local shoemaker and all of his employees? Faced with free shoes or shall I pay for these shoes, people will always choose free shoes. This means the shoemaker and his employees eventually find themselves unemployed and destitute, also in poverty. The best injection into an African economy is not a pair of shoes. It is money. Give money, so African's can invest in their future, buy the tools or training necessary to work, have control over their own lives, get a job, and buy their own f*cking shoes.


I agree with Sam.  You know, people in the "third world" can actually make and sell things.  I'd rather buy from firms like soleRebels.


@Sam and @HoosierSands - this is one guy trying to do his thing, they're not responsible for world poverty just trying to make a small contribution...what are you doing?