Apparel Group, the franchise partner of TOMS in the Middle East, is taking the footwear brand into the metaverse with the launch of its first collection of limited-edition non-fungible tokens (NFTs).
The collection features 10 digital assets inspired by key milestones in TOMS’ history, dating back to 2006 when the brand introduced its iconic Alpargata shoe. The NFTs are scheduled to be available through OpenSea from December 16, with proceeds from the sales supporting International Medical Corps, a TOMS impact partner since 2013.
The 10 NFTs highlight notable moments from the footwear company’s journey, with each design featuring elements of the classic Alpargata, the shoe that helped establish the TOMS brand.
Among the milestones represented in the collection is the launch of the Alpargata in 2006, when the shoe was introduced in four colours: black, navy, red and ash grey. The collection also marks TOMS’ achievement of giving away one million pairs of shoes in 2010.
Other milestones include the company becoming a Certified B Corporation in 2018 and the launch of its first REPREVE collection in 2020. That collection incorporated recycled polyester and plant-dyed canvas styles using botanical pigments.
The NFT series also commemorates TOMS reaching the milestone of 100 million pairs of shoes given away in 2020. In 2022, the company refreshed the Alpargata with a modernized silhouette and updated fabrics.
Founded in 2006, TOMS developed a business model built around combining commercial operations with social impact. The company says its mission is to improve lives through its business and giving initiatives.
Today, TOMS directs one-third of its profits toward grassroots organizations working to create greater equity at the local level. Its current giving efforts focus on expanding access to mental health resources, and the company says its programs have impacted more than 100 million lives to date.
