Masja’s passion for shoes runs in the family:
"I was, quite literally, born in a shoebox. My father worked in the shoe business, and my grandfather owned a shoe factory."
Yet, three years ago, she made a conscious decision to transition to the non-profit sector. “I’m a real people person. I love making connections. How wonderful is it when everything comes together: shoes, people, and doing good?”

Soles4Souls was founded in the US in 2005, following the devastation caused by Hurricane Katrina. The organization now operates warehouses globally, including in the Netherlands and the UK. “We collect both used and new shoes, as well as clothing and accessories, for people in need. And we ensure these items reach the right places,” Masja explains.

The organization focuses on four core programs:

• For Relief: Immediate assistance in disaster and war zones, in collaboration with major brands and aid organizations.

• For Opportunity: Donated (often gently used) shoes are used to help people in poverty create a source of income. “This program often focuses on women, especially in Central America where women are typically the main earners.”

• For Travel: Donors can travel to project locations to see firsthand the impact of their contributions.

• For Every Kid: Providing new shoes to homeless children — currently active in the US, with plans to expand to the UK and, hopefully, the Netherlands.

From Arnhem to Honduras: Growth and Impact
Soles4Souls has been officially active in the Netherlands since 2019, thanks to founder Peter Erren. In 2022, Masja was asked to further develop the organization across Europe. “We’re growing rapidly. Not just in the Netherlands — we’ve also established a warehouse in the UK.”

Recently, Masja visited Honduras to witness the impact of Soles4Souls on local communities:
"We visited three mountain communities where we invited children to schools and fitted them with free shoes — often the first pair of new shoes they had ever received. The smiles on their faces… it was truly heartwarming and deeply moving."

Masja is clear about the role Dutch retailers can play:
"Even small donations make a difference. Organize an initiative in your store: return a pair of shoes and get a discount on a new pair, or simply raise awareness that not everything belongs in the trash. Extending the life of products we no longer need can be life-changing for others."
Soles4Souls supports retailers with communication materials, visuals, and full transparency about where donations end up. “We can even show exactly where the collected items are sent. It’s transparent and traceable — people want to know where their donation goes.”

Future Plans: More Kids, More Connections
The ambitions for 2025 and beyond are significant. “We’re working on expanding the For Every Kid program in the UK. In the US, there are 1.5 million homeless children, and there is still a lot of poverty in both the UK and the Netherlands. It would be fantastic to launch this initiative here as well. But it requires collaboration — and a lot of shoes in the right sizes.”

Masja admits that her work with Soles4Souls is never really done:
"It’s ongoing. Shoes are in my blood, but so is doing good and making connections. I’m always short of hands, so if you’d like to discuss opportunities or collaborate, feel free to connect with me on LinkedIn. I always enjoy grabbing a coffee and seeing how we can make a difference together."


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Source: Textilia