Project
Wearable Towel Systems (IP)
Founder / Head of Growth & Ops, Dansu
Designed four wearable towel concepts — Bandolier Towel, WristWrap Towel, Pocket Loop Towel, Modular Gym Towel — each solving a specific use-case problem rather than iterating on standard form factors.
- Built functional prototypes and tested materials for wearable-specific requirements: stretch tolerance, attachment point durability, quick-dry under contact.
- Created a defensible product differentiation angle with stronger storytelling potential, higher margin opportunity, and a clear route into B2B conversations with gyms and fitness operators.
Overview
Selling towels in a commodity market requires either competing on price or building genuine product differentiation. I chose the latter — developing a family of wearable towel concepts that made the product line functionally distinctive, not just aesthetically different.
The Problem
A towel is a towel unless you design it to be something else. Strong branding and creative help, but they don't create a moat. Wearable functionality — if executed at a level where the design solves a real problem — does.
What I Did
I designed and prototyped four wearable towel concepts, each addressing a specific use-case friction:
Bandolier Towel: A cross-body carry format that frees both hands at festivals and outdoor events. Designed to stay on without a bag and remain functional in high-energy environments where you can't put something down.
WristWrap Towel: A compact towel with a wrist loop for gym and running use — accessible mid-workout without needing to set it down or carry it in hand.
Pocket Loop Towel: A gym towel with a discrete attachment loop for equipment hooks or bag rails, solving the common problem of towels falling onto gym floors.
Modular Gym Towel: A configurable format with attachment points and folding logic designed around actual gym use patterns — serving multiple functions without requiring separate products.
For each concept I tested materials for the specific wearable function, built functional prototypes, and assessed commercial viability against production cost and retail price targets.
Impact
- Created a product differentiation angle with genuine functional basis — not a positioning claim layered over a standard product
- Opened product storytelling around use-case specificity rather than generic lifestyle appeal
- Higher margin opportunity than commodity SKUs due to reduced direct comparability
- Built product concepts that supported B2B conversations with gym and fitness operators
Note: This work was at concept and prototype stage. Mass production decisions were weighed against capital requirements and timing relative to the eventual exit — not all concepts progressed to full commercialisation.