Toms is making a major play for Gen Z. Once a Millennial favorite, Toms is putting a twist on its iconic canvas kicks to appeal to the styles Gen Z is embracing today. Known as The Mallow, Toms’ new collection features chunkier platforms (three times the height of the original to be exact), an eco-friendly insole, and comes in a variety of bold prints and colors. Young creators like Gabrielle Richardson (@fridacashflow) and Candace Reels (@candacereels) who are known for their advocacy for racial justice and intersectional feminism are among the influencers chosen by Toms to lead The Mallow’s campaign. The brand was originally founded on the premise of donating a free pair of shoes to a child in need for every sale, and now Toms is realigning its Corporate Social Responsibility (CSR) to donate one-third of the brand’s profits to grassroots organizations. (Adweek)
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