Western shoe brand Twisted X has donated $3 million of shoes to Soles4Souls to aid in Hurricane Beryl relief efforts.
Twisted X Global Brands, the Western shoe company known for its philanthropic projects, has joined the relief efforts, assisting those who have been affected by this year’s particularly devastating hurricane season. The shoe company is collaborating with Soles4Souls to distribute shoes across Houston, Texas, in the wake of Hurricane Beryl, which ravaged the Gulf Coast.
Hurricane Beryl, which killed 42 people and caused 2.7 million households and businesses to suffer prolonged power outages when it touched down in Matagorda, Texas, on July 8, 2024, is one of three major hurricanes to cause severe damage in the U.S. this year. Twisted X is giving back to its home state by donating 20,000 pairs of shoes to Soles4Souls, a nonprofit focused on redistributing and reselling donated shoes to help promote microentrepreneurs in areas of need.
Twisted X CEO Prasad Reddy assists with shoe donations to victims of Hurricane Beryl.
Of the 20,000 of Twisted X’s donated shoes, 10,000 were distributed by Soles4Souls to vetted nonprofits assisting hurricane relief efforts and 1,100 were sent directly to the Houston Police Department. The remaining pairs of shoes were placed in storage, ready to be distributed in assistance of second and third wave responders aiding hurricane survivors on the East Coast.
Prasad Reddy, CEO of Twisted X Global Brands, has been open about his desire to use Twisted X as a force for good. “At Twisted X Global Brands, compassion is one of our highest priorities and we feel an immense sense of responsibility to take action to assist those in need whenever possible,” he said. “Our partnership with Soles4Souls allows us to provide a small sense of normalcy to those in need during times of turmoil.”
In 2023, Twisted X partnered with Tough Enough to Wear Pink to promote breast cancer awareness.
This marks Twisted X’s second collaboration with Soles4Souls — the two teamed up in 2022 to assist victims of the war in Ukraine. Twisted X provided 16,000 pairs of shoes, which Soles4Souls distributed to nonprofits in the area.
“Soles4Souls has a long history of crisis response, and we continue to be touched by the incredible way Twisted X Global Brands rises to the occasion in the darkest of times,” said Soles4Souls President and CEO Buddy Teaster. “While getting power and utilities is the highest priority after a disaster, there is a great need for shoes and clothing, and our partnership with Twisted X Global Brands helps us fill those gaps.”
PHOTOGRAPHY: Courtesy of Twisted X Global Brands