Hurricane Helene: Remembering Two Ten’s Impact One Year Later

Helping footwear employees and their families during natural disasters is a crucial part of Two Ten’s mission to lift lives in the industry. From July 2020 through June 2025, Two Ten helped more than 5,300 footwear families who experienced a fire, flood, hurricane or other severe weather event. 
 
The 2024 fall hurricane season was particularly devastating. During that period, Two Ten distributed an unprecedented $1M in disaster relief to support people impacted by severe storms like Hurricane Helene. 
 
Hurricane Helene made landfall in the southeastern United States in September of 2024, bringing catastrophic damage to several cities, homes and businesses in the region. Employees at Tops for Shoes, a more than 70-year-old family-owned shoe store in downtown Asheville, N.C., still remember the storm’s impact on their town and workplace. 
 
“It was just shocking,” said Shelley Baker, a purchasing specialist at Tops for Shoes, recalling the morning that the storm hit. “We were standing on our porch just watching trees fall.” 
 
Dean Peterson, the general manager at Tops for Shoes, described the damage as unlike anything he ever experienced while living in Asheville. “The first thing I was worried about was my coworkers,” said Dean, who has worked at Tops for Shoes for 39 years. “We were all in the same boat and we wanted to make sure everybody had what they needed."  
 
As a result of the storm, Tops for Shoes was forced to close its doors for 18 days. This left more than 40 employees without a steady paycheck while facing power outages, resource shortages, and property damage. 
 
“We couldn't reopen,” said Amy Weitz, the office manager who has been at the store for more than 30 years. “Nobody was going to be shopping. We had a lot of people without income and they were struggling. We were all in survival mode.” 
 
That’s when Amy reached out to Two Ten and helped fast-track relief grants for impacted employees. Within a week and a half, Tops for Shoes employees received emergency e-checks to get them through the crisis. 
 
“I wasn’t able to work and was trying to go around helping my family,” said Shelley. “Money was extremely tight. So that money helped me stay afloat and have groceries and cash.” 
 
One year later, the Tops for Shoes team remains deeply grateful for the help that Two Ten provided during that challenging time. 
 
“We were thrilled that there were some options out there for us because we really needed it at that point,” said Dean. “Being closed and not having all the necessities and not having communication ... you guys were a huge help for us."