Walking in Authenticity: How Crocs, Inc., HEYDUDE and Teton Trade Cloth by Lenape Are Honoring Native Art Through Responsible Design
Crocs, Inc. is proud to recognize and celebrate the cultures that make up our global footprint. Honoring sources of inspiration in a thoughtful way requires a holistic approach to authenticity and care, including direct collaboration with communities whose unique traditions and artistry inspire our work.
Through HEYDUDE’s partnership with Teton Trade Cloth by Lenape, we are working directly with Native American artists to celebrate the history of some of our land’s oldest craftsmanship. Not only is this collaboration elevating Native voices, but through practices established by Teton Trade Cloth CEO Leslie Jerden, the partnership is also helping ensure that Native communities retain ownership over how their cultures are represented in the marketplace.
As part of this partnership, we sat down with Jerden for a conversation about partnership, collaboration and authenticity.
From Brand Purchase to Cultural Stewardship
Teton Trade Cloth by Lenape is a completely Native owned and operated brand of high-quality, traditionally inspired textiles — like woolens and cottons, and Native-designed goods. The Lenape, also known as the Delaware Tribe of Indians, means “Original People” and represents the brand’s commitment to uplifting and celebrating the art, beauty and traditions of Native people.
The Delaware Tribe of Indians acquired the brand and platform in 2022 under the leadership of tribe member Leslie Jerden. Since then, as CEO, Jerden has worked to amplify authentic Native Americana design by collaborating more extensively with artists across tribal communities and showcasing tribal names and artwork as she grows the brand.
Jerden takes a collaborative approach to the way that Teton Trade Cloth by Lenape works with artists, giving them ownership and long-term partnership on their designs. She believes that the ownership and way of working with the Native artists that the brand represents is what makes Teton Trade Cloth by Lenape so unique.
“Brands must be in their culture,” said Jerden. “The culture, the branding, the messages, and the things we do really matter. Being a member of the community makes you of the community and Teton Trade Cloth by Lenape is always thinking about how we can support the communities we represent and sell to.”
Today Teton Trade Cloth by Lenape ensures that Native communities retain ownership over how their unique cultures and stories are represented. The brand has also grown to new heights, including participating in New York Fashion Week 2025 (HEYDUDE shoes on foot!).
Power Behind Patterns
The florals and symbolic patterns featured in Teton Trade Cloth by Lenape collections were often inspired by nature, with embellishments that reflect where the tribes are from. The intricate beaded floral patterns, among the oldest artistic traditions in North America, reflect the stories of the communities who created them.
"Native American art is some of our country’s oldest art,” Jerden emphasizes. “It is history and it is beautiful. Whether it's the delicate florals that echo the flowers of ancestral lands, the symbolic representations of salmon and water in coastal traditions, or geometric patterns that hold spiritual significance -- each design carries the weight of cultural knowledge passed down through families and communities.”
Authentic Partnership and Impact with HEYDUDE
Native communities have been adapting and beading HEYDUDE shoes long before this partnership, often wearing them for traditional stomp dances. Now, HEYDUDE is officially partnering with Teton Trade Cloth by Lenape to release new designs using patterns created by artists as part of the Teton Trade Cloth by Lenape platform. The first pairs will be available on heydude.com Spring 2026 and beyond.
Every product from the HEYDUDE and Teton Trade Cloth by Lenape collection features patterns and design elements created by Native artists. Just like all art created for Teton Trade Cloth by Lenape, this process was grounded in three core values: artist ownership, fair compensation and collaborative design development.
"What I've appreciated most about this partnership is the respect, honesty and transparency from day one," Jerden said.
This partnership allows HEYDUDE to amplify Native art and share authentic, wearable expressions of Native Americana fashion with our fans and dudes around the world.
“At Crocs, Inc. and HEYDUDE, we believe comfort goes beyond how a product feels,” said Thom Gridley, VP of Global Product Design, HEYDUDE. “It’s about creating a platform for people to represent their full, authentic selves. Through HEYDUDE’s partnership with Teton Trade Cloth by Lenape, we show that celebrating different cultures is about collaborating closely and honoring the creators behind the art, with a deep sense of responsibility. This partnership reflects our commitment to equitable acknowledgment and support, ensuring culture is celebrated with respect, transparency, and care.”
Walking in Authenticity
Jerden’s definition of authenticity captures the important impact of the Crocs, Inc., HEYDUDE and Teton Trade Cloth by Lenape partnership: “Authenticity is about originality, the things that people have seen, lived, and created into art,” said Jerden. “People have always been creative and inspired by what surrounds them. To experience our past through those creations today, is what makes art so special. It is everlasting.”
Crocs, Inc. and HEYDUDE remain committed through this and future partnerships to elevate diverse voices and cultures, engaging in respectful educational storytelling that provides context for our inspiration and honors the cultures we are proud to celebrate.
As for Teton Trade Cloth by Lenape, Jerden hopes to build off the HEYDUDE partnership to further expand Teton Trade Cloth’s operations to Oklahoma, creating more jobs for tribal members and moving towards more U.S.-based production.
Explore the HEYDUDE x Teton Trade Cloth by Lenape collection and learn the stories and traditions behind every pair. Check out the collection on heydude.com.