GREENWICH — The Annual New Year’s Day Polar Plunge benefiting Kids in Crisis was canceled this year when the thermometer dipped to 15 degrees at noon on Jan 1.

But that didn’t stop the people who showed up to jump into the 43-degree water at Tod’s Point in Old Greenwich anyway — about 30 of them.

Kids in Crisis Board Member Angela Swift and her family were among those who piled into Upper Crust Bagels on Sound Beach Avenue at 8 a.m. before the Plunge, in her case to sell towels to brave swimmers on behalf of the organization.

Swift has been involved in the Polar Plunge tradition for 15 to 20 years, she said. It was about five years ago her family started donating proceeds from the sale of shirts — and then towels — to Kids in Crisis.

“You’re doing it for a good cause,” said Swift. “You feel good when you come out of the water — even though you’re freezing.”

The scene on the beach was a mix of people bundled up to their ears and those in mid-August wear.

“We usually go to the bar after for a last day before the cleanse,” said Greenwich resident Meredith Stuart, who showed up with Mark Verrastro in a big coat, flannel sweatpants and snow boots for their fifth plunge in a row.

“It’s all about starting fresh for the new year,” Stuart said.

Stuart and Verrastro dropped the outer gear to reveal bathing suits and ran into the water; it didn’t take long for them to jump out, wrap up with a towel and then get the layers back on.

Lucy Mini, 17, plunged for the fourth time. She said she has come to the beach on New Year’s Day occasionally since she first heard about the plunge when she was in elementary school. Lewis Brooke, 20, visiting from the U.K., also jumped with her — but for him it was the first time.

“It’s to say we’ve done it,” Mini said before running off with Brooke into the water, splashing all the way.

The Martinsen brothers drew attention to themselves when they started doing push-ups to warm up before plunging.

Tom, 23, David, 19, and Yuri, 30, have plunged at least three times, they said, and although they are scattered across the East Coast now — the former in North Carolina, David soon to be in Lynchburg, Va., and the latter in Litchfield, Conn. — they still make a point to come to Tod’s Point with their aunt Libby Tobin, who lives in Old Greenwich.

“When you get out it’s a strange feeling,” said Tobin. “You’re almost warmer, but that doesn’t last.”

Email Jennifer Turiano at jturiano@greenwichtime.com and follow her on Twitter: @jturianoGT and Instagram: @greenwichgreen.