The Jetty Rock Foundation Commemorates the 10th Anniversary of Hurricane Sandy

October 29 marks the 10th anniversary of Hurricane Sandy, the most destructive and deadliest storm of the 2012 Atlantic hurricane season, and one of the costliest natural disasters in United States history.

Among the hardest hit areas was the Jersey Shore. The LBI area, in particular, was largely destroyed, but the community was determined to come together to help each other rebuild before the summer season on which the area is so heavily economically dependent.

Many in the community seized the opportunity to quickly establish a relief and recovery plan, including the founders and staff of New Jersey-based lifestyle brand Jetty. Within 2 days of the storm, their team launched the Unite + Rebuild campaign to sell a relief t-shirt to raise money for essential items and building 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 relief and recovery efforts. The team worked around the clock for weeks to print and distribute the tees. A few days after the shirt sales began, supplies were already being purchased and returning to the community.

When not printing shirts or distributing critical relief items, Jetty leaders were in the community helping neighbors and businesses clean up water-damaged floors and walls to start the recovery. reconstruction process before government agencies are ready to deploy.

This heartbreaking experience forged lifelong bonds, connecting the Jetty team to local business owners and community members who still work closely together a decade later.

In the documentary “Landfall: the Eyes of Sandy,” Jetty co-founder and chief marketing officer Cory Higgins reportedly said, “Helping in on cleanups, helping your neighbor, this has got to be the new normal. Remembering how you felt – how lucky you were – and remembering how you felt when you were helped. This sentiment helped guide the brand over the next decade.

The Jetty brand has always been rooted in the community and is rightly known as “the coastal brand with a conscience”, but this experience was the catalyst that spurred the creation of the Jetty Rock Foundation, a 501(c)( 3) not approved. -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 are Storm Relief, Community and Environment.

Over the past 10 years, Jetty and the Jetty Rock Foundation have donated over $2,000,000 and continue to help the community, providing ongoing education and outreach for a variety of initiatives. These include working with Long Beach Township to create the region’s first oyster shell recycling program that 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. to protect against future storms.

To commemorate the 10th anniversary of Hurricane Sandy, the Jetty Rock Foundation is hosting a special “Craft & Calling” event on September 16 at 6:00 p.m. at its flagship location titled “Hurricane Sandy: 10 Years Stronger.” This event will bring together many of the original community leaders who worked alongside Jetty’s team during the height of Sandy’s aftermath.

In addition to a panel discussion and display gallery 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 going to the Foundation’s community, environmental and storm relief initiatives. For more information on tickets to this event and to learn more about the Jetty Rock Foundation, please visit or follow them on Instagram: @jettyrockfoundation.

About the pier

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 company of clothing that designs sustainable gear and accessories inspired by their East Coast adventures. Jetty, a certified B Corp since 2017, is proud to support its coastal community with environmental and awareness initiatives through its nonprofit arm, the Jetty Rock Foundation. For more information about Jetty, please visit

About the Jetty Rock Foundation

The Jetty Rock Foundation is a registered 501(c)(3) charity and the nonprofit arm of the Jetty brand. The Jetty Rock Foundation’s mission is to protect our oceans and waterways and support those who build their lives around them. To learn more, please visit

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