The Full Story
MERCH WITH MEANING
We're two divers, one dog, and a whole lot of creative energy — building merch that feels as good as the places it comes from. We create custom, retail-ready goods for dive shops, resorts, marinas, and adventure brands — combining thoughtful design, quality products, and hands-on execution to help our partners stock merch that actually feels like them.
FOUNDER'S STORY
Fliptide was born somewhere between a dive briefing and a bad souvenir shop — because we kept seeing incredible brands selling merchandise that didn't come close to matching the experience they were creating. Benji and Kelsey started this company to fix that: custom goods built around the identity, culture, and customers of the businesses we love most. If you've got a strong brand and a shelf that deserves better, that's exactly who we're here for.
MEET KELSEY
Kelsey is the one who spots the octopus everyone else swam right past — and she brings that same eye for detail into everything she touches at Fliptide. With 15 years in product and marketing, she's spent her career turning ideas into things people actually want. At Fliptide, she leads strategy, shapes the brand, and makes sure everything we put out in the world feels intentional. She traded her tech career for saltwater and hasn't looked back once.
MEET BENJI
Benji is the guy who somehow surfaces with half a tank left while everyone else is running on fumes — and he brings that same efficiency to everything he builds. With 20+ years as a designer and agency owner, he knows what great creative looks like and exactly how to get there. At Fliptide, he leads the art direction, drives production, and makes sure every piece looks just as good in hand as it did on screen. He sold his agency in 2025 to build something more personal — and hasn't slowed down since.
MEET FLIP
Flip doesn't dive, but don't tell him that — he's convinced he's the most important member of this operation. As the namesake, mascot, and full-time hype man of Fliptide Provisions, he takes his job seriously. He greets everyone like they're his favorite person, keeps spirits high on long work days, and has never once missed a nap. All major business decisions are run by him first, and he has never once given bad advice. We've tried to explain what we do all day, but he's pretty focused on his own agenda. Honestly, we're all just working for him at this point.
WHY WE STARTED FLIPTIDE
We started Fliptide because we believe the best merch should feel like part of the adventure.
​
For businesses built around travel, experience, and unforgettable places, merchandise should do more than fill a shelf. It should reflect the brand, capture the spirit of the place, and give people something they are genuinely excited to take home.
​
That is what drives us at Fliptide: creating thoughtful, design-led merchandise for adventure-driven businesses that people are excited to buy, wear, use, and keep.
We know the industry
We design for dive, coastal, lake, and adventure retail with a real understanding of the spaces, customers, and experiences behind it.
We think like retailers
Good merch has to make sense on a shelf, not just look good in a mockup
We build around your brand
Our work is custom, not templated. We create merchandise that reflects your identity, location, and audience.
We care about quality
We've bought the cheap stuff before. We know how it ends.
GIVING BACK TO THE REEF
Our connection to the ocean is part of what inspired Fliptide from the start, and giving back is built into how we do business.
​
We’re proud to partner with Reef Renewal Foundation Bonaire and donate 5% of our net operating profits earned in Bonaire to support coral restoration and reef resilience efforts.
This partnership is one meaningful way we can give back to the reefs that inspire our work, and we hope to build on those efforts over time.
SUSTAINABILITY
We believe better merchandise starts with better choices. That means focusing on quality products people will actually keep and use, not throwaway items made to be forgotten.
​
Whenever possible, we prioritize materials and production approaches that reduce unnecessary waste, including recycled-content options, thoughtful order planning, and made-to-order models that help avoid excess inventory. That's why we default to made-to-order production, recycled-content materials where available, and order planning that keeps your shelves stocked without the waste.