We take comfort seriously.

Like really seriously. Teetering on the point of obsession, it’s our belief that comfort is always king. We source the best materials, patented new processes and designed a better flip flop all in the name of effortless, easy comfort in every step. With a super comfy sole beneath your feet and a more supportive strap between your toes, you’re free to just be, to move through the world as you are—and we’re just here to support you.

Better Materials

Let’s talk science for a second. To make Tidals, we currently use polyurethane (yes, the same material used in your favorite running shoe)! It’s a superior material than what is used in most other flip flops and allows us to make the most durable, comfortable and resilient shoe possible. We use this wonder of organic chemistry to create a blown foam that is 60% air—a precisely engineered density that means you are basically walking on a cloud.

If you look closely at our soles, you’ll see these teeny tiny air bubbles. It’s exactly these little bubbles that make Tidals more responsive and give better rebound than the average flip flop. We’ve even tested it and found Tidals are 5x more durable than other flip flops thanks to compression set native to our material choice.

Here’s where we get all the best materials from ...
Polyurethane: Merameck Supply in Sullivan, Missouri.
Thermoplastic elastomer strap material: S&E Polymers in Leominster, Massachusetts.
Colorants: PAT in Lewiston, Maine and Clariant in Holden, Massachusetts.
Packaging: Multiple partners in New Jersey.

Polyurethane vs. EVA

Like cooking, quality ingredients make the difference. Most flip flops are made from EVA (ethylene-vinyl acetate). Ours are made with polyurethane.

Polyurethane is an organic polymer known in the footwear industry as being one of the most resilient, long-wearing materials. Rather than collapsing in the areas of impact, it maintains its shape which is why it’s so often used in the midsoles of running shoes and work boots.

EVA on the other hand breaks down quicker than polyurethane. As it collapses, your foot gets less and less support throughout the day and overtime. This is where EVA is tricky, at first it feels super soft but that resilience your body needs to stand strong and stay comfortable doesn’t exist.

At the end of the day, working with Polyurethane takes far more time, effort and expertise than EVA—but we think the effort is more than worth it.

Innovative Process

Most flip flops are sheet cut from rolls of EVA but we use a more intricate and thoughtful process. Rather than cutting, we cast liquid polyurethane into heated molds to make our ultra-support soles. Think: cookie cutter vs. waffle iron—one technique leaves a lot more leftover batter. Our process is also unique in that it hugely eliminates excess waste. In an industry that is known for wastefulness and overproduction, we invented a way to create a better product that is inherently less wasteful.

This innovative technique also allows us to give our soles a much more detailed shape and tread (which most flip flops don’t have!), to create a better fitting, longer lasting and more comfortable shoe.

Getting Inked

We have reimagined flip flops from the ground up, meaning we even print differently. Using large format digital UV printers (a process we patented) we are able to reduce waste and pollution caused by traditional screen printing. This method shortens the time and waste of the traditional development process, allowing the flexibility to make smaller (and precise) production runs, which significantly decreases the risk of wasteful overproduction. Sourced from PAT in Lewiston, Maine and Clariant in Holden, Massachusetts, our colorant from Clariant is listed on the Dow Jones Sustainability Index, one of the most renowned sustainability rankings globally. Our inks are also Greenguard Gold Certified by a third-party institution of safety science of the United States.


Continue Learning