Who Runs The World? Girls!
Introducing SOAK, a female-owned, Shire-based business now stocked on The Iconic
SOAK, taking gym towels to new heights
“We do gym towels. And we do them well”
Jessica Buxton, SOAK founder and Shire-resident, has kicked some major goals since first launching her business back in 2019. A leader in producing premium gym towels, SOAK was recently picked up by The Iconic and has landed some major brand collaborations to date, from Jaggad, one of Australia’s chicest activewear labels, to the renowned Shimano.
Designed to be part of your activewear, the idea came to Jess when she was left baffled after not having any success finding a gym towel that complimented her get up.
“I joined a gym and became extremely motivated. I wanted to feel good and look good, so I bought all new gym attire. I had all the gear but was still taking an old bath towel, almost a rag, to my classes. After having a thorough look online, I couldn’t find a towel that compared to everything else I had bought.
I thought to myself, you spend so much money on your gym clothes and shoes, but then take an old rag to the gym. I knew we could do better and it just didn’t feel right.”
Having launched a mere two years ago, SOAK has stepped leaps and bounds since its inception, landing The Iconic in December and even sporting a new look with a recent rebrand. Jess, also a full-time Digital Marketing Manager, understands first-hand the importance of strong branding.
“Our branding just felt too serious - it was quite dark and moody. The rebrand was all about adding a bit more excitement and colour to the brand. Fitness is all about having fun and feeling good so it’s important SOAK reflected this.”
All about empowering people to feel confident in the gym, the SOAK range has a design to suit one and all. You’ll find your classic black and white styles through to your bold, block colours reflecting the energy of a gym class. Think electric blue, bright yellow and fluoro pink. Made from a luxurious cotton and fast-drying microfibre, SOAK is made to last the distance.
Tell us a bit about what went into the quality of the towels?
“We went through so many samples. The trim on the cotton towels was not something that had really been done before, so trying to get a first of its kind product made and to the standards I wanted was a long process. But the quality now is incredible so it was worth the wait.”
It’s no surprise Jess has landed some major interest from huge fitness brands, as well as many local boutiques and gyms. Not letting any opportunity pass her by, SOAK now offers custom towels, working with companies big and small.
“These days, gyms have their own really strong brand, with a big movement behind them. Even though they love SOAK as a brand, they want to build their own brand so that’s where custom towels come in. It’s our towels, but with their logo!”
If lockdown taught us anything, it’s not to take for granted the ability to move and be active. “Fitness and being active is part of our identity in the Sutherland Shire. We are a really active community and we take pride in that.”
For now, SOAK thrives in taking the everyday gym towel to new heights. But, to no surprise, we can expect other fitness accessories to hit their virtual shelves in the not too distant future. To shop SOAK and check out what all the fuss is about, click here.
Posted: February 28th 2022
