Our story · est. 2016
It started with one photo and a lifeguard's towel.
From a helicopter above Bondi to beaches around the world. Ten years of real places, printed on towels that actually work.
Scroll the storyTen years, four chapters.
Every towel we have ever made begins the same way: a real place, photographed on location, printed edge to edge with its exact coordinates.
Chapter one
The first towel
Anthony shoots Bondi Icebergs from a helicopter, prints the photo on a towel, and takes it to work on patrol. By the end of summer, strangers on the sand keep asking where to buy one. Destination Label is born.
33.8949° S · 151.2746° E
Chapter two
The range grows
One towel becomes a family. Tea towels and totes join the line-up, cut from the same recycled cloth, and the design count races past fifty as the first stockists come knocking.
Chapter three
Beyond the beach
Weekends at The Rocks Markets become a ritual, our towels land in airport stores across Australia, and hotels and brands start ordering custom prints of their own places.
Chapter four
Ten years in
More than 50,000 customers, 116 designs and counting, and a tree planted with every single order. Anthony still patrols Bondi, and still hangs out of helicopters with a camera.
Find your place.
Every design is a real beach, a real reef, a real harbour. One of them is yours.
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