In 2019, Justin James started Opie Way, a recraftable sneaker brand made right in Asheville North Carolina, USA, using incredibly high quality materials—something that basically didn’t exist previously. Then suddenly, Justin's factory and brand didn't exist. In 2024, Hurricane Helene brought six feet of rampaging water tore through the Opie Way factory. Machinery, records, inventory, supplies—destroyed in a literal flash. What’s it like to lose everything? How do you build back in the face of...
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