To Our Tidal Family,
When we set out to build TIDAL New York in 2015, we vowed to do everything possible to make it stand for something bigger than flip flops. For us, that began with manufacturing in the United States. We took a risk and built a factory, a train ride away in New Rochelle, New York. And it’s that same spirit that permeates our decision to eschew the now typical Black Friday sales.
For the next week, instead of a big event meant to drive units at whatever the cost, we plan to conduct business as usual… with one caveat. Starting today, we are donating 25% of all proceeds to longtime TIDAL partner, Surfrider Foundation’s New York Chapter, an organization dedicated to keeping NY beaches and oceans clean.*
But this isn’t too out of the ordinary for us. Since 2017, we’ve been pledging 1% of our annual gross sales to 1% For The Planet, a nonprofit organization that facilitates donations to environmental causes and other sustainably-focused companies. Today we’re giving 25%, but we always give 1%.
The truth is that for companies like ours, Black Friday is a can’t-miss, big business event. But somewhere along the way it all changed. The after Thanksgiving one-day sale went from simply being a head-start on holiday shopping to an event that exacerbates the current cycle of mass consumption and overproduction—a cycle that ultimately leads to more waste in our landfills. Not to mention, demanding workplace habits that keep thousands of employees away from their families during a season that’s supposed to cherish time together with loved ones.
Our goal has always been to make a product transparently sourced from the highest quality material, a motto that is the antidote to planned obsolescence (a practice that intentionally designs product to give out so that you the customer has to come back for more). We believe that a quality, durable product is at the core of triple bottom line business—or as we like to call it—responsible capitalism.
While we don’t encourage shopping for shopping’s sake, we understand that it’s nice buying things for your loved ones and we also understand a sale makes doing that more affordable. So if you do end up buying Tidals for your friends and family this season—remember, buying better means buying less, saving more and now you can feel good while doing it. We appreciate you as a member of our family and hope that you’ll join us in our ongoing mission to make a positive impact on our planet and one another.
Wishing you a happy holidays and safe travels!