A Fresh Female Step Forward For TOMS

Nearly 20 years in, beloved footwear brand TOMS is evolving—bringing a more unified, consumer-centric approach to how it shows up in stores, online, and around the world. From rethinking distribution to strengthening wholesale relationships, the focus is clear: smarter growth, deeper connections, and a modern marketplace mindset. In this Q&A with the company’s new Chief Commercial Officer Katie Wagner, we explore the strategy behind the shift and what it means for the future of the brand. —Noa Nichol

You’ve helped shape some of the most iconic casual shoes in the world. When you look at TOMS, what personality or lifestyle moment do you think the brand is ready to step into next?

TOMS is ready to step confidently into elevated, everyday footwear—bringing modern comfort with an endless summer sensibility. While the Alpargata slip on remains iconic,today’s customer is moving fluidly between work, travel, and leisure and needs versatile shoes that can do it all. We’re evolving that icon through fresh extensions like the Alpargata Ballet and the Alpargata Mary Jane coming later in 2026, while expanding our assortment to include flats, loafers, boots, sandals, and heels. The result is polished silhouettes that still feel relaxed, comfortable, and unmistakably TOMS.

TOMS has always been tied to purpose and community. From your perspective, what does a “purpose-driven shoe” look like for today’s consumer, who wants style, comfort, and meaning?

Today’s consumer looks for great design, comfort, and functionality when buying shoes. TOMS delivers on all that — and then goes further by building giving back into every pair. At TOMS, purpose doesn’t come at the expense of quality or style; it’s built into how we operate behind the scenes. Customers can choose TOMS simply because they love how the shoes look and feel, with the added meaning of knowing their purchase supports broader community impact.

You’ve been advising TOMS behind the scenes—was there a moment where you thought, “Okay, I need to be part of this story”?

There was. When I saw the evolution of the assortment and significant upgrades in quality, it was clear the brand was entering an exciting new phase. TOMS is a brand people want to root for, and I knew I could help shape and share that next chapter. I’ve spent much of my career working on brand turnarounds, and there’s something incredibly motivating about being in business to improve lives.

So many of us grew up wearing TOMS. How do you reconnect a beloved legacy brand with people’s everyday lives in 2026—whether it’s travel, errands, work, or weekend style?

Consumers are craving nostalgia right now, but they also want relevance. TOMS taps into powerful emotional memories of the past while evolving to meet how people live today. Many who grew up wearing Alpargatas in their teens and early twenties are now navigating work, travel, and full, busy lives. Our focus is meeting them where they are now, with shoes that feel familiar but fit seamlessly into their modern routines. 

Consumers are mixing high-low fashion, comfort dressing, and sustainability more than ever. Where do you see TOMS naturally fitting into this new way people dress?

TOMS naturally fits into the way people are dressing today – blending comfort, individuality, and personal style. As consumers continue to mix high-low fashion with practical dressing, footwear has become less about strict styling rules and more about self-expression. Trends like “wrong shoe theory” highlight a growing openness, especially among Gen Z, to unexpected pairings, and TOMS’ versatile silhouettes make that experimentation feel effortless. Years after the pandemic, comfort still remains a non-negotiable, and TOMS has long delivered it in a way that still feels polished. Styles like the Alpargata Plus Slip On and TRVL LITE Retro Runner Sneaker can be transitioned from home to out-the-door moments, reinforcing TOMS’ place as an everyday staple for people who want shoes that support real life while still reflecting on personal style.

As TOMS approaches its 20th anniversary, what feels most exciting to you: honoring the nostalgia or introducing TOMS to a whole new generation discovering it for the first time?

Both! TOMS has a powerful nostalgic foundation, but nostalgia works best when it’s reinterpreted. We’re focused on honoring the brand’s heritage while refreshing it in ways that resonate with a new generation that values authenticity, comfort, and purpose – often discovering new trends and translations through a mix of the past and present.

Footwear has become a huge part of how we express ourselves. What do you think TOMS can offer people who want something effortless, comfortable, and still stylish?

TOMS offers effortless options across so many lifestyles. Mules are having a moment, and styles like the Lynette Mule deliver ease with polish. For sneakers, our TRVL LITE Retro Runner offers all-day comfort without feeling overly casual. And the Alpargata Plus brings the DNA of our original icon with upgraded comfort features. I love that the Alpargata, in particular, feels like a blank canvas for expression.

When you imagine someone slipping on a pair of TOMS today, what kind of moment do you picture—traveling, heading to a café, walking the dog, exploring a new neighbourhood?

All of the above. That’s the beauty of TOMS, it’s not tied to just one moment or category. Our shoes can move easily from travel to errands to time with friends. TOMS is designed for real life, supporting everyday moments with comfort and versatility that adapt to how people actually live. 

You’ve spent nearly two decades shaping how people move through the world, literally. What do you think makes a shoe feel good emotionally—not just physically?

Being a brand that has always focused on community first has made TOMS a feel-good shoe company. TOMS’ mission of using business to improve lives and giving back has been a constant. Knowing your purchase contributes to something bigger adds a meaningful layer to the experience. It’s not just about how a shoe feels on your feet, but how it makes you feel overall.

Now that you’re stepping into this role, what part of the TOMS lifestyle are you personally most excited to champion—community, comfort, creativity, or something else entirely?

Creativity. Reintroducing a legacy brand in a way that feels fresh and relevant takes creativity at every level. Balancing nostalgia with innovation, while inviting new audiences into the brand, is what excites me most. That creative tension, honoring where TOMS has been while imagining where it can go next, is what makes this role so special.