Twins for Peace

You might have nailed it in the style department, but how are you on substance? Lacking? Ok, maybe it’s just me. But luckily for my conscience, doing something good (for a change) can be placed firmly on the agenda — all I have to do is shop.

Twins for Peace, a Paris-based shoe retailer, came into the world based on this very principle. For every pair of shoes you buy, another pair gets donated to a child in need.

The company was founded in 2009 by Maxime Mussard, who later joined forces with his twin brother Alexander and childhood friend Louis Felix de Fenoyl. Their motto? “BE COOL. BE GOOD.” Try it as your new mantra, it’s refreshing.

Each season, the company chooses a new shoe project in a developing country and teams with a local NGO to facilitate the donation. Past partnerships include the Association Projeto Alavanca for the Sao Remo favela in Brazil as well as Cruzada por los Ninos, which helped children in an orphanage in Mozambique.

The pairs you buy are produced in a factory in Portugal where social consciousness (no child labor, fair wages, etc.) and environmental stewardship is a top priority. Each Twins for Peace shoe is crafted from Italian fabric and leather, and its packaging is crafted from 100% recycled material.

The donated pairs are produced by local artisans within the chosen country in order to stimulate the local economy. In many of these areas, the conveniences we rely on are scant. These children often walk miles for food and water or to go to school. The donated shoes from Twins for Peace ensure they have the protection and comfort they need.

What I’m basically saying is, no one can get away with just looking good. And now you’ve never needed a better excuse to stock up on colorful plimsolls and bold sneakers. They’re available online and all over the world. So get going already, will you?

Retail therapy:


The collection


Mozambique, Casa do Gaiato, Massaca


The Team

From left: Maxime Mussard, Andrea Krueger, Alexandre Mussard, Jordane Crantelle & LF de Fenoyl


Behind the scene


Spring/Summer 2012 Campaign