From Margaritaville.com:
ALL PROCEEDS WILL BENEFIT HURRICANE KATRINA RELIEF EFFORTS!!! Show your support of the Hurricane Katrina Relief Efforts by wearing this blue bracelet which simply reads “Fins Up”.
By purchasing one of our “Fins Up” bracelets, all proceeds from the sale will go directly to charity. That money will be used to help fulfill the continuing needs of the people of the Gulf Coast during this difficult time.
What “charity” will my money go to? At this point, The American Red Cross, because we believe that they’re the best suited to assist in the current crisis. But we see the “Fins Up For Charity” program as a long term solution, and depending on the needs and the time, down the road we may donate to a different charity or a variety of charities.
http://www.margaritaville.com/finsup.php