Living by the sea, I watch people every day—wild swimmers, surfers, kiteboarders, beachgoers, SUPers—all embracing the outdoors. And what do they have in common? The towelling sensation that’s become an essential part of outdoor life - you know, the one thats the opposite to wet and a posh word for dressing gown.
I’ve observed these outdoor adventurers wrapped in high-end gear, staying warm while effortlessly pulling off that laid-back, outdoor aesthetic. But amidst all the well-thought-out apparel, one thing stood out—thow they got their gear to the beach. There was no consistency. Some lugged around cheap supermarket totes, others relied on bulky builders’ buckets, and a handful opted for whatever canvas bag they could find. It struck me: this community, so intentional about their clothing, deserved something better for thier gear.
Coming from a background in product development within the recreational fishing industry, I knew I could create something functional, stylish, and built for the outdoors. I had spent years designing bags tailored to the fishing trade, and I understood the demands of adventure-ready gear. That was my lightbulb moment. A range of purpose-built bags, but not just for swimmers and surfers – but for beach goers, water adventurers, family campers, muddy bikers, and car boot organisers the list was almost exhaustive. People who need practicality, durability, and above all useability. When the day is done, toss it in the car, no leaks, empty it out, hose it down, and it’s ready for the next adventure. Or stack it and store it, individual bags holding specific gear for all your different pastimes, just grab and go. Then, whilst just standing in my garage, doing not very much (garage owners will know what I mean), I noted a collection of bags I’d designed sitting on a top shelf, bags built for the fishing world. Bags I’d been using for family camping and canoeing adventures for years, perfectly fit for purpose, it was then, I joined the dots
