LEAF where you stand

For other uses, see Leaf (disambiguation).

LEAF Where you stand

ISIN	🆔
Industry	Retail
Founded 📆	2014 (2014)
Founders 👔	E.S. Parsons
Headquarters 🏙️	Buenos Aires, Argentina
Area served 🗺️	Worldwide
Key people	E. S. Parsons Aubone (Chairman /Co-Founder) Cinthia Fehling (Creative Director/Co-Founder) Antonio T. Parsons (Investor/Co-Founder) Marcos Cavanagh (Investor/Co-Founder) Juan F. Soutullo Torres (CEO/Co-Founder) Gabriela del Pilar Vizcaino (COO/Co-Founder) Vanesa Gianoli (Supply Chain Director/Co-Founder)
Products 📟	Shoes, clothing,
Members
Number of employees
🌐 Website	[2]
📇 Address
📞 telephone

LEAF where you stand' (stylized as LEAF)is a social-minded apparel company born as a movement in 2014. The company was founded in 2014 by Ezequiel Santiago Parsons Aubone (stylized as E.S. Parsons), an entrepreneur from Argentina. The company designs and sells shoes based on the Argentine alpargata design as well as Skate Shoes and Sandals. A brand that for every sale made, TECHO, an international humanitarian-aid non-governmental organization (NGO), is the primary financial beneficiary, in order to overcome extreme poverty in slums. In this way LEAF begins to project its unique business model. This initiative, driven by a vocation for high product quality and social concern, naturally led to further improvement in the all-around concept of excellence, going deeper and wider, including all echelons in the chain of production, marketing and consumers. Following these concepts LEAF believes in the importance of empowering local economy by employing local artisans and crafters from developing countries, rather than working with factories that use foreign slave labor or child Labor. Including recycled rubber in soles, as LEAF is working on, will enable the reduction of the number of used tires discarded in landfills. At present, LEAF works with local artisans to manufacture environmentally beneficial products, starting out with 100% recycled sole. LEAF' business model has been referred to as The Complete Quality Cycle.

Company history

In 2013 E.S. Parsons while strolling in the city of Buenos Aires, met a volunteer from Médecins Sans Frontières, one of the five most important NGOs, who asked for collaboration, a monthly donation to be charged through credit card. This fortunate encounter made E.S. Parsons realize that many people wish to help in humanitarian organizations, but don`t find in their daily activity the opportunity to do so.

Having, through various friends’ volunteers in TECHO NGO, information on this particular organization, he was able to analyze the great effort that fund raising for these purposes took.

As a friend of Alejo Nitti, founder of TOMS, he was familiar with the business model this company proposed, and also the fact that has received criticism from the International Development community who have charged that Toms' model is designed to make consumers feel good rather than addressing the underlying causes of poverty. A 2014 paper in the Journal of Development Effectiveness studied the effect of Toms Shoes on local shoe markets, and did not find any statistically significant effect, although analysts and the paper's authors noted the study was limited in scope and time-scale. Handing out shoes in needy countries contributed to unemployment among shoemakers, as shoemaking is one of the more basic crafts. With all these circumstances in mind he started to develop a new concept business model "The Complete Quality Cycle”.

In 2014 E.S. Parsons conceived an idea that turned out to be revolutionary, LEAF a movement that looks for the way to obtain greater funds to support the social works of the well-known NGO TECHO. A brand that for every sale made, TECHO is the primary financial beneficiary, in order to overcome extreme poverty in slums. In this way LEAF begins to project its unique business model, the first echelon of the model in mind: "The Complete Quality Cycle". LEAF as a new generation brand of apparel, willing to take on the challenge of being full partners with an NGO. This direct experience with the problem is the best way for young people to become committed to solving it. The project proposed the creation a social-minded apparel company enhanced by the synergy of the worldwide prestigious TECHO, marketing high-finished casual footwear and clothing.

In May 2014 Cinthia Fehling is incorporated as co-founder in charge of embodying the social and brand image of LEAF. Reaching in few months high acceptance in social networks, people clicking LIKE say “Yes, this can be done”.

In late 2015 an agreement with TECHO was signed. TECHO provides LEAF’s exclusive apparel industry, with visibility and an attractiveness that will allow growing in ABC1 market share. Through the LEAF initiative “where you stand”, consumer buy shoes and simultaneously join in a noble cause becoming real benefactors. This allows TECHO to become “a truly sustainable NGO, rather than a charity dependent on fundraising for support”. These customers become people committed lifelong to social change. This initiative, driven by a vocation for high product quality and social concern, allowed E.S. Parsons crystalize a new market model with the “Quality” concept reaching all echelons in the chain of production, marketing and consumers.

Following these concepts LEAF stresses the importance of empowering local economy by employing local artisans and crafters rather than working with Asian factories. Including recycled rubber in soles, as LEAF is working on, will enable the reduction of the number of used tires discarded in landfills. At present, Juan F. Soutullo Torres (CEO), Gabriela del Pilar Vizcaino (COO) and Vanesa Gianoli (Supply Chain Director ) , joined the founding team. Synergy that allows promoting the implementation of the complete quality cycle, under the LEAF Project, working with local artisans to manufacture environmentally beneficial products, starting out with 100% recycled sole.

Business model

"The Complete Quality Cycle">

The theory proposes to shuffle, and deal again, redefining priorities and participants, the idea of creating a company, in a waterproof win- win partnership scheme, with an NGO. Implying that for every production unit sold an NGO receive the primary financial benefit, allowing a minor balance for company and project growth. More than two-thirds of the markup redirected to social assistance. This distribution will ensure needy people, in different parts of the world, to benefit from this business. The marketing study revealed the fact that a buyer feels good in the knowledge that his purchase has actually helped the needy.

The Complete Quality Cycle theoretical market model come up with an understanding of quality in a most ample concept. Envision a fashion quality apparel brand, marketing high-finished products, with high standards all along the value chain, manufacturing materials, qualified well-paid labor, and satisfied final users. Feature nature including people. Believing that fighting poverty isn’t just about charity, but about justice and equality. Helping families gain the skills they need to reach their full potential. Allowing them to develop small-scale artisan businesses and preserving the environment by using recycled materials.

The theory request that companies can be organized aiming at an ample objective, including an NGO that shall receive the primary financial benefit from every sale made. Allowing the NGO to become “a truly sustainable organization”, rather than a charity dependent on fundraising for support. The theoretical market model goal is “eradicating poverty, and improving environments related to the industry”, and, for each buyer, his purchase is an important step towards this goal. So buyers are the echelon that complete this “Cycle”, and they`ve found a way to help in a noble cause, without affecting their daily routine. The buyer has “stepped forward” and committed to social change. The Complete Quality Cycle Video

File:Ciclo de calidad completa Product Journey-02.jpg

The Complete Quality Cycle

In November 2016, The Complete Quality Cycle was nominated in the Sustainable Investment Awards 2016 - in the category Award for Innovation for demonstrating innovation in improving or expanding the investment base of environmental, ethical and social impact sectors... The Complete Quality Cycle was "Highly Commended" for Innovation (Non-fund).

External links

Other articles of the topic Companies : Lehman Brothers Holdings Inc., Starbucks Corporation, Career Education Corporation, Warner Music Group Corp., Univision Communications Inc., Spümcø, Inc.
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