TOMS, you’ve done it again. While casually scrolling through my Twitter feed yesterday I came across hundreds of posts from excited shopaholics tweeting about TOMS sunglasses. Naturally, I quickly ran to their website to catch a glimpse of the news and was stunned/excited/happy/inspired by what I found out.  We can all agree that it is nice to give shoes to children in need but this new initiative blows that out of the water! By purchasing a new pair sunglass in TOMS eyewear collection you will be providing sight for another person!

In an earlier post, Who’s TOM and What’s Next for the One for One™ Movement? my colleague Ellyn Fisher examined  the importance of giving as a fundamental element of good business practice. CEO Blake Mycoksie has created his business and the One for One™ Movement around this idea and has had tremendous success with it. This next stage of TOMS has labeled sight a “fundamental need” that creates many hardships in the lives of those stricken by poverty.

And by purchasing a pair of trendy TOMS sunglasses you will be directly aiding in improving the sight of people in Tibet, Nepal and Cambodia through their partnership with the Seva Foundation.  Although I’m not a mathematician, I’d say it is a pretty simple and brilliant equation. One pair of TOMS glasses equals sight for one person via medical treatment, prescription glasses or sight-saving surgery.

Even more innovative, after they announced the next phase for One for One™, they featured a live stream Q&A session with Blake. Facebook fans were able to post questions to their Facebook wall and receive answers to their questions on the live stream in their Next Chapter Facebook tab.

I was able to catch a few seconds of the live stream and, as I watched the viewers counter steadily increase, I heard Blake discuss the important role that the consumers who purchase TOMS products play in making a difference. The entire basis of this movement relies on people’s willingness to buy products that will directly benefit a stranger. Given the tremendous success they saw with TOMS shoes, I’m sure that this sequel will be equally successful. 

I have already ordered my Classic 101’s. What style will you be wearing this summer, the Classic 101’s, Classic 201’s or Classic 301’s?