Dryrobe’s Original Changing Robe Revolutionizing Outdoor Comfort
The brand’s ubiquitous hooded changing robe is a common site at most surf spots in the UK. Users happily enjoy its benefits as they go from dry to wet and back again with minimal fuss and discomfort. Find out what lies in store for the brand and its new product range.
Dryrobe
How did Dryrobe first get started and what was the idea behind the brand?
The original ‘dryrobe’ was designed by British surfer Gideon Bright. The prototype was based on an idea his mum had when he was a teenager, this changing robe was a huge cape/poncho made from waterproof material, a towel lining and a hood. This soon became essential whenever he and his friends went surfing all year round on the cold Atlantic coast. In 2010, Gideon decided to reinvent his mother’s initial design using state-of-the-art garment technology. The first time he wore it for a surf, two people asked him where they could buy one and Dryrobe was born!
Who is on the management team?
We have a small board of Directors, including Gideon himself, and a line manager for each department. Whilst the business is growing quickly we remain a relatively small team of people who are passionate about getting outdoors along the stunning North Devon coastline, where our office is based.
Dryrobe
How has the Surf Robe market in general performed?
Demand for our changing robes, in particular the long sleeve Dryrobe Advance, has continued to grow and grow. In a world where there are now hundreds of imitators out there, it’s a testament to the quality of our product that customers continue to choose the original. We’ve seen the Dryrobe Advance spread from surfers to triathletes to open-water swimmers to paddleboarders and practically any sport that involves being outside in the cold. Its versatility means that people who buy it for one thing (surfing or swimming, for example) typically end up using it for a multitude of other activities, like camping trips or even walking their dogs!
How is the brand being positioned in the Surf Robe market going forward?
Our focus is on authenticity, sustainability and performance. We’re the makers of the original weatherproof changing robe and we’re proud of our products and the people we work with. Our team of incredible Ambassadors from across the globe includes Andrew Cotton, Izzi Gomez, Ben & Lukas Skinner and Bárbara Hernández Huerta. We also partner with some world’s leading brands and inspiring organisations including USA Surfing, Red Bull, Save The Waves and the German Surf Federation (DWV), as well as supplying Team GB with bespoke changing robes for this year’s Olympic Games.
Dryrobe
How have you made the brand more sustainable?
Sustainability has been at the core of everything we do since the very beginning. The Dryrobe Advance is made with high-performance recycled materials that are built to be durable enough to last for years. We’ve had customers who’ve been using theirs for over a decade! We are incredibly proud that, as a B-Corp, our business practices are recognised for promoting positive environmental and social change. This certification means we meet the high standards of verified performance, accountability, and transparency on factors from employee benefits and charitable giving to supply chain practices and input materials.
Through our Dryrobe Warmth Project, we’re proud to support charities and non-profit organisations that share our values of promoting well-being through outdoor activity and protecting the environment.
Dryrobe
What are your most popular pieces and why?
The long sleeve Dryrobe Advance changing robe continues to be our top-selling product. The unique specification of the garment makes it an essential piece of kit for anyone getting in and out of the water, or simply looking for protection from elements.
Its inner lining has been scientifically designed to get you dry and warm you up quickly after getting out of the water. The unique composition of the fleece enables it to perfectly balance insulation with the ability to wick water away from the skin. Our Organic Towel Dryrobe also continues to prove popular. It is an absorbent, super-soft-to-touch towel poncho that is designed to give you enough room to change inside and get dry quickly, whilst protecting you from the elements. All our towel robes are made from 100% GOTS-certified organic cotton.
How is Dryrobe distributed across Europe?
Our European distribution network is currently represented in the following locations: Denmark, Germany, France, Norway, Netherlands, Sweden and Finland with further expansion planned. We are visible in over 60 stores across Europe, with more planned for 2024.
Dryrobe
What’s new for 2024/25?
We are excited to be introducing new Dryrobe Advance colours for summer, with coordinating accessories that will expand our existing range. Our recently launched Dryrobe Waterproof Poncho has been incredibly popular since it launched in March. It’s a lightweight, packable poncho, designed for warmer wet days. The ability to pack it down into its stash bag makes it perfect for outdoor activities such as hiking, cycling, camping, or travelling, as well as spectating at outdoor events.
