It started as a boxy-looking sketch on pen and paper but, heading into summer, the To-wel is fast becoming one of the hottest fashion items for beach-goers.
Mount Maunganui man Adam McGarvey, the 24-year-old who invented the comfy poncho, has spent his life by the beach and involved with surf lifesaving.
He feltthere had to be a better way to avoid misplacing his towel, while also protecting himself from the sun. A few sketches and mock-ups later and the To-wel (pronounced Too-well) was born.
"I got my pen and paper out and just designed a little poncho, Mr McGarvey said. "I thought 'why not put a pocket in it and make it as functional as possible?"'
Mr McGarvey works as a firefighter in Auckland on a four-day shift basis and spends the rest of his time in Mount Maunganui, focusing on his business. He has already sold "a few thousand" To-wels, extending the range to include seven colours, a children's range and shorter, more flattering To-wels for women. "It's going really well, probably better than I expected, to be honest."
Mr McGarvey said he "almost can't keep up" with demand for To-wels during surf lifesaving events, and after conducting some market research, he was convinced he was on to a winner. "People thought it was an awesome idea."
Although he often dreamed up business ideas, Mr McGarvey said the To-wel was the first he had followed through with. He came up with the idea mid-last year and received the first shipment in December.
The product was originally targeted at surfers and surf lifesaving "clubbies", but Mr McGarvey has been surprised at its wide appeal.
Mr McGarvey said the To-wel had become a fashion accessory off the beach as well, with many customers opting to use their To-wel as a bathrobe to walk to and from the shower, or as something comfortable to relax in on a Sunday afternoon.
He said another unexpected market had come from rugby players who threw on their To-wel after a shower before sitting down for a beer in the locker room.
Mr McGarvey has also teamed up with good friend, Mount Mellick owner Clayton Mitchell, to host coconut and poncho parties at the central Mount Maunganui bar.
Party-goers can purchase the ponchos at a discounted price and drink cocktails from the coconuts, which Mr Mitchell imports.
