About Us
The Toehold® Story
Redefining What It Means to Be Made in America
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®.
