Following a string of natural disasters across the southern and eastern United States, Decatur-based boot and footwear manufacturer Twisted X donated 20,000 pairs of shoes to Houston-area residents impacted by Hurricane Beryl and residents of the East Coast impacted by Hurricanes Helene and Milton. Nashville-based nonprofit Soles4Souls helped distribute the footwear, 1,100 of which went to the Houston Police Department.
In all, Twisted X gifted $3 million worth of inventory to those who needed it. It’s a figure CEO Prasad Reddy says impacts the bottom line, of course, but taking care of people is more important to him. “We’re still OK, we’re still making money,” he says. “We are definitely not suffering by giving this. We’re just sharing our blessings with people who need it most. All businesses should feel responsible for taking care of the consumers in the communities they serve; that is our philosophy.”
Founded in 2005, Twisted X has built its business foundation on philanthropic giving. The company gives 10 to 12 percent of each sale to various charities and causes. Reddy says he spikes that percentage up to 20 when natural disasters occur. The company, which has 80 full-time employees, has official partnerships with seven nonprofits, but Reddy says if an organization comes to him with a need, “it’s hard for me to say no.”
Since 2019, the company has given more than $1 million to local nonprofits, including 4-H, Cook Children’s, Tough Enough to Wear Pink, Veterans of Foreign Wars (VFW), One Tribe Foundation, The Danny Dietz Foundation, and many others.
Much of Twisted X’s nonprofit involvement is centered around first responders, veterans, and children. “If we invest in our kids and help make them responsible citizens, that is good for our society and great for our future,” he says.
According to Reddy, over the last half-decade, the company has gifted 100,000 pairs of shoes. It has sent 20,000 pairs to Hurricane Harvey victims, 16,000 pairs to families displaced in Ukraine due to the ongoing war, and 15,000 pairs to residents in Turkey and Syria after a 7.8-magnitude earthquake struck the region last year. The company gifts 2,000 pairs of Twisted X shoes each holiday season to Tarrant County children, as well.
“We want to respond,” Reddy says. “We can’t wait nine months, we can’t wait six months—response to disasters has to happen immediately. If not, it isn’t as effective.”
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