On a trip, the founders discovered amazing flip-flops created from 100% natural rubber. They realized that US consumers would love sustainable, socially conscious products that also were better than traditional offerings. Feelgoodz was born and has expanded not only from their small office on Glenwood but also to other categories plus their e-commerce game is quite strong. **Updated for 2021 - they have a new sub-brand called Rising Tide that is outside of flip-flops.