Underscoring the commitment of TOMS’ founder Blake Mycoskie to the company’s second One for One product (the first is shoes), TOMS has formed a strategic alliance with Baumvision, the designated North American sales and distribution agency for TOMS optical and sunglass collections. With each pair of eyewear sold, TOMS will help give sight to a person in need. The eyewear line consists of 20 optical frames and 21 sunglasses. Features include thick acetate fronts, ebony, teak and walnut wood temples, five-barrel rivet hinges, fabric inlay laminations that infuse cotton textiles and temple stripes throughout the collection.

PHILOSOPHY: “It has been our objective since day one to create a timeless, iconic and very wearable eyewear collection with a focus on classic silhouettes… we define classic as shapes that had relevance 30 years ago and will be equally relevant 30 years from now,” says Darin Dennee, TOMS eyewear category director. “By creating timeless, wearable designs at affordable price points, we make it easy to participate in our movement and maximize TOMS’ ability to fund sight-restoring treatments.”

MARKETING: Merchandising materials include window, interior, tower and riser display elements, a viewfinder, product and giving information, digital banners and customized e-blasts. Each frame comes in a canvas pouch with a microfiber cleaning cloth.

PRICE POINT: $$ to $$$

CONTACT: For additional information, contact TOMS, (800) 975-8667;
website: toms.com/optical

“Our company’s mission statement professes a commitment to work with credible artists of absolute integrity,” says Shane Baum, president and founder of Baumvision. “Not only does TOMS epitomize such a philosophy, but the TOMS Eyewear collection is focused, of great quality and brings an exciting and much-needed element of giving to our industry.” To date TOMS has given more than 15 million pairs of new shoes to children in need and has helped restore vision to more than 200,000 people around the world.