TLL Staff
TOMS, the socially conscious footwear brand known for sparking the “One for One” movement, has appointed Jessica Alsing as its new Chief Executive Officer.
Alsing, who has been consulting with the company in recent months, brings nearly a decade of experience at Crocs, where she helped fuel the brand’s remarkable turnaround through digital innovation and unexpected collaborations. As Vice President of International Digital Commerce at Crocs, Alsing led global expansion efforts and helped establish the foundation for the company’s wildly successful partnerships with pop culture icons and brands from Balenciaga to McDonald’s.
Now, at the helm of TOMS, Alsing plans to channel that same spirit of reinvention. Her strategy centers on “unexpected and creative brand partnerships” designed to surprise and delight fans while expanding the company’s wholesale footprint with department stores and style-leading retailers.
“Few brands are as instantly recognizable or as meaningful as TOMS,” Alsing said. “My focus moving forward is clear; to honor what made this brand iconic, while pushing boldly into what comes next.”
That next phase includes leaning into nostalgia— especially as TOMS approaches its 20th anniversary in 2026—by reintroducing its signature Alpargatas and deepening its leadership in espadrilles. With slip-ons trending again and comfort-driven footwear dominating fashion, Alsing believes TOMS is perfectly positioned for a comeback.
A veteran of both Crocs and Grendene Global Brands, Alsing’s digital expertise also signals a heavier focus on influencer marketing and content creators to re-engage younger consumers.
“TOMS is an iconic brand that has inspired millions and set the standard for purpose in business,” said board member Thomas Brady. “With Jessica’s extensive experience leading globally relevant footwear companies and her proven ability to drive both growth and impact, we’re confident she is the right leader to propel TOMS into its next generation.”
Founded in 2006 in Venice Beach, TOMS revolutionized conscious consumerism with its One for One model, donating shoes and funds to support children’s education, health, and well-being. The company has since given more than $200 million to non-profit partners, and has positively impacted over 105 million lives.
As Alsing steps in, she acknowledges inheriting a brand with deep purpose, and a growing opportunity to rekindle its cultural cool. Like Crocs before it, TOMS’ new CEO is betting that bold collaborations, digital savvy, and a little California nostalgia might be the perfect fit for a modern revival.