Editor’s Pick: Pikolinos’ “Maasai Project”

In a culture where philanthropy and external appearances are not necessarily compatible bedfellows, is it possible for a brand to create chic, stylish garments and promote sustainable economics and goodwill?  Yes, it is!! And Spanish-shoe brand Pikolino is proving that these seeming polar opposites don’t have to be dissimilar points of view.

The Pikolinos Maasai Project employs is a line of shoes that incorporates traditional Maasai tribal beading. The proceeds from the sale of these shoes support tribal communities in Kenya and Tanzania. The project also employs over 1,000 Maasai women.

“Pikolinos was approached by someone who was working with Maasai women about some partnering initiatives that would assist with medical supplies, schools, and clean water. Pikolinos decided that instead of just giving a financial donation, they would assist in helping to establish economic sustainability through employment. Pikolinos employs Maasai women to create their own tribal beading on shoes, sandals, and bags and 100% of the proceeds from the sale of these products goes back to the Maasai tribal communities,” explained Pikolinos’ US and Canada Brand Ambassador Fernando Palazzo.

Interestingly enough the beading embellishments on shoes, sandals, and handbags are design ideas that come directly from the Maasai women. “We wanted the Maasai women to express their culture in the beading on the product. We did not want to impose design ideas. We do decide the design and cutout of the shoe but the design of the beading is Maasai inspired. We wanted the beading to represent who the women were not some fashion ideas that come from one of our in-house designers,” detailed Palazzo.

The first line of product in 2011 contained only two shoe designs and now evolved to a line that contains about 20 items, changing the economic dynamics of several tribal communities from the acquisition of medical supplies, fresh-water pumps, and schools to economic sustainability and independence. Even some traditional gender roles have seen some shifts from some Maasai women obtaining economic independence to some Maasai men acquiring sensitivity and respect for domestic duties.

Even fashion icon/actress Olivia Palermo has lent a hand to this initiative and for a couple of years was a brand ambassador. “Olivia traveled to Kenya and has been very involved in helping the Maasai women from being a brand ambassador, doing photo shoots for the brand to giving the project lots of her services for free,” explains Palazzo.

“With the proceeds from this project the women have been able to buy cattle, purchase medical supplies, and they have even built a school … for some of these women this project in their main source of income. And the money from their work stays in their community. They get to see the fruits of their labor with the things they have been able to give back to their tribe. You could say the Maasai women are a part of the Pikolinos community and philosophy of “Naturally Good.”

Empowering women through an economic model that reflects their cultural identity while at the same time creating a product that is fashion forward with retail viability; now that is a way to run a company!! For more information, go to maasai.pikolinos.com.

—William S. Gooch