My quest for the best in ethical footwear has taken a surprisingly technological turn. Jojo, a Belgian shoe brand, will plant one tree or provide a person with a years drinking water for every pair sold. But they also allow you to track your contribution well after the purchase of your fancy new pair of kicks.
Under their Choose: Act: Check tagline, you can log onto the Jojo site and see the progress being made by the charitable foundations with which they've partnered. In the future, man behind the brand Matthieu Vaxelaire wants to go even further, allowing the customer to use codes on the shoes to see how their tree or well is doing via GPS. It's a great way to involve your customer base in the ethos behind the business, putting accountability right at the front of the branding.
In fact, these guys are pleasingly open about everything that they do, and the Jojo blog is filled with behind-the-scenes goodies. The shoes, designed to look like a bandaged foot, have a breezy European charm to them. No good for a wedding, but perfect for a weekend chillout with a beer.
What a delightful idea. See you all next week.