The concept for the brand started when Emma Wilson was at the beach with some friends, using two towels for herself and thought it would be great to have larger towels. Towelling It launched in 2014 and unlike the standard beach towel, these towels boast a one metre by two metre measurement. Using eco-friendly dyes, the towels are 100 percent cotton with a functional pocket for keys, phones, sunglasses and so on. The duo behind Towelling It is Wilson and her fiancé Reid; together they run the business from home. Wilson also works with her step-sister works to create the designs. It’s important for the brand to be unique and stand out from other towels on the market while still maintaining an eco-friendly business and to keep waste to a minimum. Towelling It is looking into moving into the corporate market too where they can design custom towels for other businesses. The next step is world domination, one towel at a time.