A family run business located in paradise - Cairns, Australia

Our story began back in 2018, when my kids were just 4 and 7. I was in the thick of Mum life and it was full of swimming lessons, afternoons at the beach, weekends spent fishing or water skiing, and holidays camping by rivers or at caravan parks. The common theme? We’ve always loved being in, on and around the water.

And what’s the one thing you always need for swimming (besides swimwear and sunscreen)? A towel.

For us, a poncho towel was always packed. But to be honest, we hated them. It wasn’t my proudest moment wrestling them off my kids’ heads or chasing after them when wearing nothing but a towel flapping open behind them. The search for something better began… but the only options were ponchos plastered with Disney characters and human sized lobsters, or bulky robe styles that tied up (but who are we kidding, they never stay tied up).

I wanted a fuss-free solution that could go anywhere with us. My non-negotiables were clear: UPF50+ certified, sand-free, lightweight, compact, quick drying, comfortable, durable and sustainable. I already knew and loved a fabric that ticked all those boxes, but I couldn’t find anything like it on the market. So I decided to create one myself — a hooded towel that was practical, wearable and designed for real family adventures.

Over the next two years, I worked through design ideas and sample stages. Living in tropical Far North Queensland, where the UV Index is extreme most of the year, a sun-smart option was a must. I trialled plenty of so-called sand-free fabrics, but several felt like drying off with a car chamois or the looped style that pulls. I wanted soft and comfortable — not a cleaning cloth.

When it came to the designs, I myself like to blend in, but I wanted bold colours for my kids. Surrounded by nature’s vibrancy, it just made sense - plus lets be honest, kids love colour! And with so many family outings, I also liked the idea of my kids standing out in a crowd.

That’s when the Towelsuit was born (creatively named by my daughter because it’s not a swimsuit, or a wetsuit — it’s a towelsuit). The very first zip-up, sand-free hooded towel.

February 2020

Our first shipment arrived and the website went live… literally, the same week COVID hit. Starting a business during a global pandemic was terrifying, but our fears were just that, and we have been so humbled by how much our towelsuits are loved across every region of Australia (and internationally). 

What started as a solution for my own family quickly turned into something bigger than I ever imagined. Over the years, I’ve seen the highs and lows of running a business, and I’ve also seen my idea copied by others. But I’m so proud of that first spark of inspiration and the years of work it took to bring it to life. Seeing our towelsuits being used in so many ways — even ones I hadn’t thought of — is incredibly rewarding.

Hearing things like “what a fantastic idea, I wish I had these years ago” and "I don't know how I've lived without them" inspires me to create even more useful products for everyday life.

Fast forward to today, and our range has grown. We now have Kids and Adults Zip-Up Hooded Towels, Hair Towel Wraps, Beach Mats and Gym Towels. And as a family, we couldn’t be prouder.

And yes, like so many small family businesses, the name Nateve is a little piece of our heart — it’s a combination of my children’s names. We pronounce it “native.”

Thankyou for supporting our little family business, we really do appreciate it!

Charlie