TOMS has announced its spring 2024 Wear Good campaign has partnered with mental health advocates across industries to help amplify the brand’s mission. To spread the word, the brand has enlisted the help of advocates across various industries: musician MILCK, designer Christian Cowan, licensed therapist Jacqueline Garcia, podcast host Tay Lautner, breathwork facilitator Millana Snow, and co-founder and CEO of Wondermind Mandy Teefey.
Set to debut on social media, streaming services, influencer campaigns, and SMS and email channels this month, TOMS wants to reach its consumer at every touchpoint. The brand walked away from its signature one for one model in 2021, replacing it with a vow to donate 1/3 of profits for good. In 2023, the brand streamlined its mission with the tagline, “Wear Good.”
Part of this mission is to help fund access to mental health resources for those who need them. And, by tapping mental-health advocates who are in the public eye, the brand hopes to draw consumers into the movement and asks them to share the word on how and why they “Wear Good.”
“We are building connection with the TOMS community through our new tagline, ‘Wear Good,’” says TOMS Chief Brand & Impact Officer, Amy Smith. “TOMS has always been in business to improve lives, and the impact we’re able to make is all thanks to our customers purchase. When folks choose to wear TOMS, they show they choose to Wear Good.”
TOMS SS24 Wear Good Advocates
- MILCK: Artist, songwriter, and advocate for survivor wellness
- CHRISTIAN COWAN: Fashion designer and mental health advocate
- JACQUELINE GARCIA: Licensed clinical social worker and mental health clinical therapist
- TAY LAUTNER: Registered nurse, co-host of ‘The Squeeze’ podcast, and mental health advocate
- MILLANA SNOW: Breathwork facilitator and mental health advocate
- MANDY TEEFEY: Co-Founder & CEO Wondermind and mental health advocate
