Toms launches watch strap collection for Apple Watch

London - Lifestyle brand Toms, best known for its one-for-one business model, has created a collection of watch bands for the Apple Watch. Remaining true to its founder Blake Mycoskie’s vision, each purchase of a Toms for Apple Watch band is set to supply solar light to a person in need for one year.

The first two strap designs launching today are divided into two categories: the utility collection, which features durable grosgrain fabric and leather detailing, and then artisan collection, made from woven fabric with a leather backing, similar to a friendship bracelet. Both collection comes in a series of colours and fit both the 42 mm and 38 mm Apple Watch. For each band sold, Toms and its partners will donate a individual solar lantern, guaranteed to work for one year.

Although some may wonder why Toms has partnered with Solaraid and Solar Sister to tackle light poverty, which affects 1.2 billion people, it remains a cause close to Mycoskie heart. “In terms of light poverty, something I’ve seen a lot in my travels is that as soon as it gets dark out, which in parts of the world can been 5 or 5:30 p.m., that’s the end of the day’s economic opportunity, of people ending work and the ability for children to study. So for us it’s about giving time, by providing people with solar energy and truly giving them more time,” said Mycoskie to WWD.

Prices for the straps range from 49 US dollars for the utility collection to 75 dollars for the artisan collection. The watch bands are currently for sale at Toms stores and online through its website, rather than Appl e stores. The watch strap initiative with Apple is the first charitable give-back cause Toms has added to its brand in two years.

The brand remains best known for its shoes, as they donate a pair of Toms for every pair sold. However over the years Toms has expanded its charitable initiatives, as the brand also donates safe-birth kits for each handbag sold, eye sight care for each pair of glasses sold and clean water for the sale of its coffee.

Photos: Toms website