TOMS Modernizes its Core Alpargata Style with the Mallow
To know TOMS is to know Alpargata – the signature espadrille style that put the company on the map. Now, the original one-for-one brand is debuting the Mallow, which is the first modernization of their bestseller.
The Mallow launches today with a big campaign that focuses on the new style and TOMS’ new image. The company describes the Mallow as more stylish and more comfortable. TOMS combined the canvas upper with a supersized rubber and EVA sole for durability and traction, and cushioned OrthoLite Eco LT Hybrid insoles for comfort. The shoe materials are eco-conscious.
The campaign for the Mallow pays homage to those creating meaningful change in the world and is part of TOMS’ creative overhaul. The faces of the campaign are four Gen Z tastemakers and activists: @fridacashflow, @candacereels, @greisyhh and @mimizhuxiyuan.
Back in April, SES talked to TOMS CEO Magnus Wedhammar about the brand’s fresh approach to its core product, to its mission, and to its brand strategy overall.
“We’re also working with both internal and external designers and taking a really innovative approach,” he said at the time. “The way we construct it, the way we bring it to market and a big part of that is also making the Alpargata a more sustainable product proposition.”
Wedhammar also told us in April that TOMS will “sneakerize,” “slipperize” and “weatherize” the Alpargata.