Blake Mycoskie, the founder of Toms Shoes, is largely considered a master storyteller. Fittingly, he’s now telling a new story: with Swedish fashion company H&M’s upscale label & Other Stories.
The collaboration, which FN reported on in January, hits select Toms stores and the footwear label’s website today.
![Toms x & Other Stories](https://footwearnews.com/wp-content/uploads/2017/04/toms-other-stories-1.png)
The collection features apparel and footwear that “reflects the beauty of California living. Bold stripes, embroidery, fringe and tassels all bring playful details to this elegant collection,” Toms said in a statement. “Every piece in this collection mixes the laid-back feeling of California with elevated materials and details.”
The collaboration marks the shoe brand’s first foray into clothing — as FN previously reported, the looks from the line are inspired by the cool vibe of Los Angeles’ Venice Beach area, where Toms is based.
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![Toms x & Other Stories](https://footwearnews.com/wp-content/uploads/2017/04/toms-other-stories-2.png)
The star of the promotional campaign is Erin Wasson, a Venice Beach local. Natalie Joos photographed her in her natural California habitat.
The California company, known for its one-for-one model, said that with each purchase from the collaboration, it would continue to donate a new pair of shoes to children in need.
For its part, & Other Stories, which has opened a number of stores in Southern California in recent months, would also make a contribution: It is a supporter of the nonprofit Magic Bus’ women’s scholarship fund, which supports English language classes for women in India.
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