The flip-flop company, which produces its footwear exclusively at its New Rochelle, N.Y.-based headquarters, has created a limited-edition collection under the Soles for Service label. The new line is designed to benefit Heroes in Transition (HIT), a nonprofit organization committed to helping returning veterans who are dealing with depression, PTSD and other issues.
“Service dogs can be a powerful tool to fight PTSD and depression,” said Tommy Gibb, co-founder of Tidal New York. “HIT’s approach is localized and small scale, working to pair dogs with veterans on a case by case basis. To date, HIT has provided 44 dogs, and in doing so, changed 44 lives. Our goal this Veterans Day is to raise awareness of HIT and the amazing work they do as well as raise the funds to train at least two service dogs.”
The men’s and women’s flip-flops are available in four styles that include flag, camouflage and digital prints. Prices range from $28-$32 and can be purchased exclusively online. All profits from the sale of the collection through the month of November will go to fund the organization.
The new initiative is part of Tidal’s ongoing commitment to returning veterans. On a regular basis, it donates a portion of the proceeds from the sale of every pair of its flip-flops as well hiring veterans of the U.S. Armed Forces as part of its workforce.