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How Pearl Boot Co. Was Born Out of the Rubble of Hurricane Helene

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Justin James is a hard man to keep down. The North Carolina native and father of three was preparing to mark the fifth anniversary of the sneaker brand he’d founded, Opie Way, when Hurricane Helene struck in September 2024. After ensuring the safety of his family and neighbors, he texted the owner of the Asheville building where Opie Way had its factory.

“I don’t have great news,” came the reply, followed by photos of the building flooded to its windows and a muddy parking…

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