How Do You Wear Good?

In October 2024, TOMS launched the impactful integrated campaign How Do You Wear Good? in the United States, blending fashion and health to reinforce the brand’s longstanding commitment to using business as a force for good. Centered around the SS24 Wear Good collection, this campaign features an inspiring lineup of diverse mental health advocates—Christian Cowan, MILCK, Jacqueline Garcia, Tay Lautner, Millana Snow, and Mandy Teefey—who embody the brand’s mission and serve as compassionate ambassadors. By partnering with these champions across music, design, therapy, podcasting, breathwork, and mental health innovation, TOMS brings authenticity and depth to the narrative of Wear Good, encouraging consumers to reflect not only on what they wear but why. The campaign embraces a 360-degree approach, targeting individuals with a strong sense of self and style that rises above fleeting trends, appealing to those who choose to shop aligned with their values and who prioritize empathy and action over superficial popularity. Through this emotional and empowering storytelling, TOMS aims to inspire its audience to see themselves within the campaign’s message, inviting them to share their own personal expressions of how they Wear Good. This initiative transcends traditional fashion advertising by weaving together style and mental well-being in a way that resonates on a personal level, reaffirming TOMS as a brand that champions positive impact while delivering thoughtful, stylish products. With a single compelling media asset at its core, the How Do You Wear Good? campaign leverages authentic voices to deepen engagement, fostering a community that celebrates mental health awareness as an integral part of living well and dressing with purpose. Interested consumers are encouraged to explore more about the Wear Good philosophy and its inspiring advocates through the brand’s social channels and digital platforms.