Toms get “bigger and bolder” with the new Mallow
Footwear brand Toms continues to evolve with a new iteration of its iconic Alpargata slip-on shoe, the Mallow, designed to modernize and “push the boundaries of the brand”.
Described as bigger, bolder, and “seriously plush,” the Mallow features Toms’ signature canvas upper with an oversized rubber and EVA sole.
The sneaker-style shoe has been side-loaded up to three times the height of the classic Alpargatas canvas without losing the “light-on-the-toe feel” for which Toms has become known.
The exaggerated silhouette also features Cushy OrthoLite Eco LT Hybrid insoles made of 26% eco-friendly content, broken down on the Toms website as 15% used foam, 5% recycled content and 6% bio-oils.
“The Mallow is a style like no other,” Toms explains in the press release. “It pushes the boundaries and puts those looking for comfort and style to test their limits and be the trendsetters. It is the dream of the first users. There are no rules for wearing mallow, as long as it is on the front.
The unveiling of the Mallow shoe is the next step in the change in Toms brand identity, unveiled in April, targeting a young Generation Z consumer, alongside its new donation model to donate at least a third of its annual net profits to local organizations.
Mauve is launched in several colourways: pink, mustard, white, black, gray and blue, as well as two animal print options. The new style is available on Toms.com, Asos, Office and Tower, priced at 55 pounds / 55.95 US dollars.