Way is a resort brand based in Copenhagen and was founded in 2019 on the idea of creating high-end eco-friendly products to minimize a traveler's climate footprint. Way is inspired by the sensual 1970s' Southern European holiday feel with Nordic design roots and sustainability at the core of the business. The journey begins with a towel. Beach towels are never big or long enough, and they take forever to dry. This is why Way has designed a premium towel that is big enough to cover an entire sunbed yet still light to travel with. If Way wants to keep exploring the world, it will have to change the way it does it.

Every day, millions of gallons of water are used to wash hotel and beach towels that have only been used once. The Way towel is a travel companion that is meant to be used time and time again, thereby saving water and minimizing the traveler's impact on the environment. Way's towel producer in Portugal is a family-owned business. They have been making towels for some of the world's biggest luxury brands since the end of the 1970s. All processes are done under one roof, from making the yarn to weaving and dyeing it, and to final quality control. Their exceptional knowledge and commitment within the field of sustainability have earned them a handful of prestigious certificates: ISO 9001, BCI, OEKO-TEX, and GOTS.

Way ties the knot on eco-friendly travel essentials with an extension to the Way beach towels that is the foundation of the brand. The new curated unisex resort wear collection is made in the same signature fabric with a woven front and a terry back in organic and recycled cotton. The collection is designed as the ultimate beach wardrobe for conscious travelers and consists of relaxed ready-to-wear items accompanied by new accessories, all made in Italy. The items come in three colors: shell, stone, and charcoal.