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 www.sevendials.co.uk to find out more.