In 2010, while hiking the rugged backcountry of San Diego, AG Gregoroff experienced a moment that would unknowingly set the foundation for a global brand. When the strap of his flip-flop tore mid-hike, he was forced to improvise with paracord, weaving it through the sole to reach basecamp. The solution worked—but at a cost. His feet were cut, bruised, and bleeding. That moment sparked a question that would become his mission: Why isn’t there a flip-flop built to endure the demands of real life?

As a military contractor stationed in Japan shortly thereafter, AG journeyed into the jungles of Okinawa to seek out the master leather crafters he had heard about. Deep in the bamboo forests, he collaborated with an artisan to build his first pair of rugged, leather flip-flops—designed to withstand both nature and time. It was the beginning of something far greater than he imagined.

What followed was a decade of relentless refinement. AG returned to the U.S. and spent years mastering his craft—experimenting with design, sourcing the highest-quality American leathers, and engineering flip-flops that combined luxury, durability, and timeless design. Though initially intended for personal use, word spread quickly. His Jiu-Jitsu teammates, military peers, and adventurers from around the world began requesting custom pairs. The demand became undeniable.

That was the moment Toehold® was born.

Today, Toehold® is proudly owned and operated by AG Gregoroff, and Dan Hart. Together, they’ve built the world’s leading flip-flop brand—one that holds world records, outfits elite athletes, and redefines what it means to be Made in America. Every pair is handcrafted using ethically sourced, full-grain American leather and built to perform in the harshest environments—from mountaintops to desert valleys.

But Toehold® is more than a product. It’s a standard. A relentless pursuit of excellence. A commitment to craftsmanship in a world of shortcuts. And a promise that true quality doesn’t just last—it gets better with time.

Welcome to the pinnacle of flip-flop design.

Welcome to Toehold®.

In the glittering heart of Las Vegas, among the neon lights and endless entertainment, there exists a small but fiercely passionate company: Toehold® Founded by AG Gregoroff, Toehold® had an audacious goal: to create the strongest, most luxurious, high-quality flip flops in the world. While the rest of the industry churned out cheap, disposable footwear, Toehold® aimed for excellence, no matter the cost.

AG believed that there was a market for people who appreciated the artistry and durability of well-made products. Toehold® flip flops are handcrafted from the finest materials: American-made vegetable tanned full grain cow hide, ethically sourced exotic leathers, and sustainably harvested rubber. Each pair is a testament to meticulous craftsmanship, made by skilled artisans in their Las Vegas workshop.

However, the journey was far from easy. As global markets continued to push those inexpensive, mass-produced flip flops, Toehold® struggled to compete. Their production costs were high, and convincing customers to invest in high-end, American made flip flops was a daunting task. They faced ridicule and skepticism from many who couldn’t understand why anyone would pay such a premium for a simple pair of flip flops.

Their persistence began to pay off. Word began to spread about the unparalleled comfort and longevity of Toehold® flip flops. Hardworking Americans, celebrities, and athletes began to take notice. Soon, Toehold® flip flops became a symbol of status and sustainability. Customers who had once doubted this concept now praised the investment, experiencing firsthand the difference in quality.

As the years go by, Toehold® continues to grow, but they never compromise on their values. They produce their flip flops with the same attention to detail and commitment to excellence. In a world obsessed with cheap and fast, Toehold® proves that there is always a place for timeless luxury and integrity.

AG’s dream is now a reality. Toehold® flip-flops are not just the strongest—they are the best. They stand as a beacon of American pride and a testament to the enduring power of a dream. Every step taken in Toehold® carries the weight of legacy, the spirit of innovation, and the promise that America’s best days are never behind—they are always ahead.