7 Questions With TOMS Founder Blake Mycoskie On His Mega Collab With Target
November 3, 2014
For years, I’ve dreamed of a TOMS x Target collaboration. I mean, what could be bigger or better? So imagine my pure delight on September 10th when I found out it was really, finally happening.
Of all the collabs happening this holiday season, this is by far my absolute favorite. Not only because the products are amazing and affordable, but because the TOMS core one-for-one mission still applies to all of the items in the collection. I brazenly asked my friends at Target if I might be able to ask TOMS founder Blake Mycoskie about the collab and was literally flabbergasted when they agreed. Here’s what Blake had to say:
SHEfinds: This feels like the mother of all collabs–who approached who and how long has it taken to come to fruition?
Blake Mycoskie: Seeing what Target has done with other brands in creating one-of-a-kind collaborations is something I have been a fan of for quite some time. Our partnership with Target was a natural fit in the life cycle of TOMS–we’ve done shoes, eyewear and coffee–so this is the perfect time to show the world a little teaser of what else is to come from TOMS in the future.
We worked hand-in-hand with the Target design team in creating the collection, and the entire process, concept to completion, took about one year.
SF: Everything in the collection is under $50–why was that important to you?
BM: It was important for us to create product that offers customers great design at an affordable price – perfect for checking items off of holiday check lists.
Equally important is that guests can easily understand the One for One® give and the impact they are making with every purchase.
SF: When you started TOMS, did you have any idea it would be such a success?
BM: No, I had no idea. I still don’t even really understand the extent of the TOMS phenomenon! I do know that as we were building awareness in the beginning, we saw an incredible community of young people inspired by what we were doing and who wanted to be a part of it by purchasing TOMS and telling their friends and family about the brand. This empowered a lot of people to participate in giving through a simple decision or purchase. As we’ve grown and evolved, we have strived to become smarter about how, where and what we give.
SF: I recently heard your employees go on giving trips–can you tell us a little about them?
BM: Every employee of TOMS is invited to go on a personal Giving Trip to experience the One for One® model first hand. To me, Giving Trips are crucial for so many reasons. This is a tradition at TOMS that I really stand behind and support completely. Whether it’s someone on our finance team, IT or creative department, I think it’s so important for the staff to go experience giving first hand in the field. This allows everyone to understand the work of our Giving Partners and how TOMS are integrated into many different types of programs. But most importantly, I believe it helps each person to understand that the work they do every day at TOMS is impacting so many people around the world. To serve children alongside other members of the TOMS family is a valuable way to learn about one another and gain perspective about the scope of this brand.
SF: Do you have a favorite item from the collection?
BM: The journals. The journal is something that is very personal to me; I have been journaling every single day since I was 15 years old. It is a spiritual practice for me and helps me stay grounded and thankful for all the things that are happening in my life.
SF: Any possibility of more TOMS x Target collections?
BM: We are so excited to see the TOMS for Target collection hit stores on Nov. 16th, but have no information on future collections to share at this time.
SF: Why is helping others so important to you?
BM: Helping others feels good. And proving that helping others can be an integral part of business is my mission.
Remember, the TOMS for Target collection launches on nationwide on November 6th. Click through the slideshow to view our favorite items from the lookbook.