October 29th marks the 10 year anniversary of Hurricane Sandy, the most destructive and deadly storm of the 2012 Atlantic hurricane season, and one of the most costly natural disasters in US history.

Among the most severely hit areas was the Jersey Shore. The LBI region, in particular, was largely destroyed, but the community was resolute in coming together to help one another rebuild before the summer season which the area so heavily relies on economically.

Many in the community rose to the occasion to quickly establish a relief and recovery plan, including founders and staff of the NJ-based Jetty lifestyle brand. Within 2 days of the storm hitting, their team launched the Unite + Rebuild campaign to sell a relief t-shirt in order to raise funds for essential items and construction materials for first responders, individuals, and local businesses affected by the storm.

The campaign went viral, resulting in 2,499 orders in the first 24 hours alone and ultimately raised over $374,000 which went directly to the relief and recovery effort. The team worked around the clock for weeks to print and distribute the tees. Within days of shirt sales starting, provisions were already being purchased and going back into the community.

When they weren’t printing shirts or distributing essential relief items, Jetty leaders were out in the community helping neighbors and businesses clear out water damaged flooring and walls to start the rebuilding process before government agencies were ready to be deployed.

This harrowing experience forged permanent bonds, connecting the Jetty team with local business owners and community members that still work closely together a decade later.

In the documentary, ‘Landfall: the Eyes of Sandy’, Jetty co-founder and CMO, Cory Higgins is quoted as saying “Participating in clean ups, helping your neighbor, that needs to be the new normal. Remembering how it felt – that you were really lucky – and remembering how it felt when you got helped.” This sentiment helped steer the brand over the next decade.

The Jetty brand has always been rooted in community, and is fittingly known as ‘the coastal brand with a conscience’, but this experience was the catalyst that spurred the creation of the Jetty Rock Foundation, an approved 501(c)(3) non-profit organization whose mission is to protect our oceans and waterways, and support those who build their lives around them. The 3 cornerstones of the Foundation include Storm Relief, Community, and the Environment.

Over the past 10 years, Jetty and the Jetty Rock Foundation have donated over $2,000,000 and continue to aid the community, providing ongoing education and outreach for a variety of initiatives. Among these is working with Long Beach Township to create the area’s first Oyster Shell Recycling Program which partners with local restaurants, municipalities, oyster farmers, and scientists to regenerate local oyster populations to keep waterways clean, support the local aquaculture industry, and ensure coastal resilience for protection against future storms.

To commemorate the 10 Year Anniversary of Hurricane Sandy, the Jetty Rock Foundation is hosting a special ‘Craft & Calling’ event on September 16th at 6pm at their flagship location entitled “Hurricane Sandy: 10 Years Stronger”. This event will reunite many of the original community leaders who worked alongside the Jetty team during the height of the aftermath of Sandy.

In addition to a panel discussion and gallery display of original artifacts and photos from Hurricane Sandy, the Jetty Rock Foundation is also releasing an updated design of the
iconic Unite + Rebuild t-shirt with all proceeds benefitting the Foundation’s Community, Environmental, and Storm Relief initiatives. For more information on tickets for this event and to learn more about the Jetty Rock Foundation, please visit www.jettyrockfoundation.org or follow them on Instagram: @jettyrockfoundation.

About Jetty

Founded in 2003, Jetty, the coastal brand with a conscience, is a mainstay of the Jersey Shore, bringing their love of all things surf, snow, travel, art, and music to their apparel company that designs durable gear and accessories inspired by their adventures on the East Coast. Jetty, a Certified B Corp since 2017, has a proud legacy of supporting their coastal community with environmental and outreach initiatives through their non-profit arm, the Jetty Rock Foundation. For more information on Jetty, please visit www.jettylife.com.

About Jetty Rock Foundation

The Jetty Rock Foundation is an approved 501(c)(3) charitable organization and the nonprofit arm of the Jetty brand. The mission of the Jetty Rock Foundation is to protect our oceans and waterways, and support those who build their lives around them. To learn more, please visit www.jettyrockfoundation.org.