French Brand Piola Brings A Unique Incentive To Buying New Sneakers

Is there power in sneakers? Given the sheer amount of consumers that purchase shoes on a daily basis, the simple answer is yes. Brands like TOMS have built reputations for their charitable practice of donating a pair of shoes for every pair sold, and even highly-coveted items can generate big dollars for charity (the Air Jordan 12 “Wings” is a the most recent example). Piola, a lifestyle footwear company based in France, brings in a similar incentive to those who purchase their shoes. Each pair, which is made of Italian nappa leather, organic Peruvian cotton, and wild rubber from the Amazon, comes with a unique “donation” code; customers can then use that code to make a $4 donation to their project of choice on the Piola website (the donation is built into the price of the shoes, so you’re not spending anything extra). Every pair sold can directly contribute to a worthy cause, and more importantly, you know exactly where your contribution is going to. Extra Butter will stock them on April 15th, so check out the lookbook and cop a pair in-store or online at the Lower East Side store tomorrow.