Toms hosts pop-up in Santa Monica

Toms, philanthropic shoewear brand, is hosting a pop-up shop this Saturday on June 6. Through the summer, Toms will be returning at Cast restaurant at Viceroy Hotel for a pop-up every month. The eatery will offer a menu that features food from a region that benefits from Tom's eye-wear every first Saturday.

In Santa Monica, the iconic footwear company will host a temporary pop up in a collaboration with Tony DiSalvo, Viceroy’s chef. Sales from the pop-up collection will go towards helping underprivileged areas. The collection includes Toms eyewear sunglasses include multiple frames, styles, and shapes. The profits will benefit areas of Guatemala that can help improve the situation of the population. In tune with the theme of the event, DiSalvo will serve brunch using flavors and foods inspired from Central America. The pop up event will incorporate retail and culture in order to promote sales for the sunglasses collection.

Toms recently launched a social media campaign to promote awareness of those in need. The Instagram campaign reached over 221,400 people and resulted in the company donating an equivalent amount of shoes. The social media campaign marked the company’s ninth anniversary. It also aligned with the company’s annual event “One Day Without Shoes” on May 21 of this year.

In addition to the initiative, Toms has given a total of over 35 million pairs of shoes to children in need. All profits of their sunglasses help to restore sight to someone in need. Through their sales so far, the company has helped restore sight to more than 275,000 people.

The company was founded in 2006 by founder Blake Mycoskie. The shoewear brand is based in Playa Del Rey and has become an international brand. The footwear company is currently carried in over 500 retailers in over 70 countries.