From the beach to the bar
Our figure-flattering wrap cover-up with an open back is soft, stretchy and eco-friendly. In seconds, you can go from the beach to the bar.
Escaping a frozen New Jersey in January, we fled to Miami for some fun under the sun and brought a business home.
After a blue skied beach day, my girlfriend Paige and I were denied service at a local restaurant because she only was wearing a bathing suit with a towel wrapped around her waist. That's when the idea 💡 sparked and Paige was ready to run production.
"if we added loose straps to the ends of the towel, it would be a dress!"
We started sketching and developing samples with a local seamstress. Staying true to our values, we selected a sustainable, ultra-soft bamboo fabric with a just a bit of stretch.
Gela (j•EH•l•aa) is a beach-town in Sicily where Rocco's family comes from. This city was destined to be the inspiration for the brand.