For the past five years TOMS Shoes has been known as the for-profit company using the “one for one” model. Every pair of TOMS sold, a pair shoes would be given away. Founder Blake Mycoskie announced at SXSW earlier this year that the company will enter its next chapter by introducing a new product. TOMS will no longer be just a shoe company, but will following the same goal as before using the “one for one” model. Over 90 capsules were dispatched across the country landing in various retailers, sealed and ordered not to be open until today. Mycoskie will lead the initiative by unveiling its contents at 10:30am PDT.

UPDATE: TOMS launches TOMS Eyewear