A couple of days ago, as I was dozing off on the bus home as usual, I noticed these words painted on the window of one of my favorite neighborhood café's, Delecta
Of course I waited until April 4th to look up what the deal actually was, missing another awesome pop up store (yes, I have missed a couple before, and those were right on my street). Fortunately, the JOJO project
, is much more than a pop up store and the project really grabbed my attention. So, let me tell you about it.
PART SHOE, PART BANDAGE
Matthieu and Christoph
are two friends from Brussels and they sell shoes. Well, of course they don't just sell shoes. The shoes, based on a simple trainer they came across on heir travels through South America, are part shoe and part bandage, as they say on their website. Concerned with the overwhelming amount of issues our world is facing right now, Chris and Matt wanted to create a product that would be good and do good. Fix things, like a bandage, even if it's just on a small scale.
HOW DOES IT WORK?
Matt and Chris responsibly produced a light canvas shoe that you can buy. They've got all different kinds of colors, all with the distinctive 'bandage' laces. When purchasing your pair, you can pick one of two NGOs JOJO partnered up with to receive your donation. Would you like your money to go towards planting a tree in Dosso, Niger, or would you like to contribute to building water pumps in Sierra Leone? After purchasing your shoe (and feeling pretty darn good about yourself), you can then go online and check in to see how the project you supported is doing. Consequently, you will feel even better about yourself.
TALK TO THE SHOE?
JOJO isn't just about making you feel good about yourself, though. What drew me into their project (besides the cute shoes), is their understanding of the concern most people of our generation have for the global issues at stake, and turning this (passive) awareness into a tangible, wearable, positive message for each consumer to convey. We're such an individualistic generation and society, focused on expressing ourselves and our values through what we purchase - why not actually turn these abstract values into doing good?
I think however pragmatic, Chris and Matt understand the way our spoiled happy little generation thinks and I really hope their bandages will turn out to help fix some of the problems our world will have to face sooner or later.