# Bro-Focused Bathrobes The Towel Thuggie is an Edgy Way to Keep Dry at the Beach By Michael Hines | Published 2014-09-09 | Life-Stages Source: Trend Hunter, https://www.trendhunter.com/trends/towel-thuggie References: [thuggies](http://www.thuggies.com/) & [thuggies](http://www.thuggies.com/collections/summer-styles/products/red-tide-towel-thuggie) If you ever wished you could be a bit more bro at the beach you'll want to check out the Towel Thuggie. Thuggies is a Canadian company known for its [tall-tee hoodie](https://www.trendhunter.com/trends/vollebak-deep-sea-diver-hoodie), also called a Thuggie. The Towel Thuggie, as its name suggests, is meant to help you dry off while still looking awesome. There are a few things that set the Towel Thuggie apart from normal bathrobes. For starters, bathrobes aren't sleeveless nor are they designed to make you look awesome/be taken to the beach. The Towel Thuggie is also more functional than a typical robe in that you don't need to wear it only when drying off. It's light enough and fashionable to be worn around and looks perfect for [escaping sunburns](https://www.trendhunter.com/trends/the-swim-shady). The Towel Thuggie is available in three styles and colors. ## Trend Insights (Trend Hunter) - Score: 2.5/10 - Popularity: 33% | Activity: 35% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Life-Stages](https://www.trendhunter.com/life-stages) > [Youth](https://www.trendhunter.com/youth) ## Key Themes ### What's Driving This Trend - **Bro-focused Beachwear:** Alternative beachwear designed to appeal to men, and fashioned for both drying off and wearing around afterwards presents an opportunity for innovation. - **Sleeveless Robes:** Designing robes without sleeves presents an opportunity to innovate traditional clothes for new uses. - **Multi-functional Clothing:** Designing clothes with more than one function that can be worn in different environments presents a large opportunity for disruptive innovation. ### Who This Affects Most - **Fashion Industry:** This innovation could disrupt the fashion industry with its unique design and targeted marketing. - **Beachwear Industry:** This innovation presents a new product in the beachwear industry, targeted towards men, that looks fashionable but also serves a functional purpose. - **Home Industry:** This innovation presents an opportunity to disrupt the home industry with an updated and multi-functional version of traditional robes. ## Related on Trend Hunter - [Cotton Jacquard Bath Robes](https://www.trendhunter.com/trends/fluffco.md) - [Organic Bamboo Bathrobes](https://www.trendhunter.com/trends/ettitudes-waffle-robe.md) - [Size-Inclusive Towels](https://www.trendhunter.com/trends/size-inclusive-towel.md) - [Towel-Resembling Luxe Skirts](https://www.trendhunter.com/trends/towel-skirt.md) - [Refined Terry Bath Towels](https://www.trendhunter.com/trends/terry-bath-towel.md) - [Egyptian Cotton Bathrobes](https://www.trendhunter.com/trends/silk-snows-terry-robe.md) - [Relaxing Bedding-Inspired Robes](https://www.trendhunter.com/trends/david-gandy-duvet-robe.md) - [Cozy Luxury Robes](https://www.trendhunter.com/trends/luxury-robe.md) - [Quick-Absorbing Textural Bath Towels](https://www.trendhunter.com/trends/bath-towel-reloaded.md)