Five Years of Amity Blue

From one towel to a whole lot of heart

On the 20th of December 2020, we sold our very first Amity Blue towel.

Back then, Amity Blue was an idea filled with hope, nerves, and a whole lot of passion. We started with just one product - a towel - in one design, offered in five colours. That was it. No big range. No big budget. Just a belief that we could create something beautiful, practical, and meaningful, while doing our bit for the planet.

Fast forward five years, and we sometimes have to pinch ourselves.

Today, Amity Blue has grown into seven different product categories, with over 30 designs, stocked in more than 20 stores across Australia. What started as a small, humble beginning has become a brand built on purpose, people, and persistence.

The journey (and the kilometres)

Over the years, we’ve travelled far and wide across this country; markets, events, coastal towns, regional centres - sharing not just what we make, but why we make it. We’ve spent countless hours setting up stalls in the dark, packing down in the heat, chatting with strangers who quickly became customers, supporters, and friends.

Those conversations (about sustainability, ocean health, community, and conscious choices) are the heartbeat of Amity Blue.

The people who make it all possible

One of the things we are most proud of is the people we’ve worked alongside. We’ve been lucky to employ locals and Australians across different parts of the country, supporting communities wherever we can.

And then there’s Tanya - an absolute gem. Tanya’s dedication, warmth, and genuine care for Amity Blue shines through in everything she does. We truly wouldn’t be where we are today without the incredible people who believe in what we’re building and give it their all. 

We’ve also recently begun working with Will de Bruin and his team, and while it’s still early days, we’re grateful for his guidance, fresh perspective, and support as we move into this next chapter of Amity Blue.

The lessons (the hard ones too)

If there’s one thing five years in business teaches you, it’s resilience.

We won’t sugar-coat it - along the way, we’ve been taken advantage of by some people and some companies. It hurt. It knocked the wind out of us at times. But it never dampened our spirit. Each setback taught us a lesson, made us stronger, and reminded us why we started in the first place.

We got back up.
We dusted ourselves off.
And we kept going.

Beyond our shores

Our journey hasn’t just been across Australia, it’s taken us overseas too. We’ve travelled to meet manufacturers, build relationships, source ethical suppliers, and develop new product lines. Seeing where and how our products are made has been an essential part of staying true to our values and ensuring everything we create aligns with our commitment to quality and sustainability.

Giving back, always

From day one, Amity Blue has been about more than products.

We’re incredibly proud to have donated and continue to donate to causes close to our hearts, including Tangaroa Blue, OneTomorrow, Disabled Surfers, and many more. Supporting ocean conservation, community initiatives, and people doing good in the world is woven into who we are and always will be.

Inspired by community

Over the past five years, we’ve met so many inspiring people; customers, fellow small business owners, makers, surfers, environmental advocates, and everyday legends who care deeply about the planet and the future we’re leaving behind. These connections continue to fuel us and remind us that doing business with heart really does matter.

Looking ahead

Five years on, we’re still learning. Still growing. Still finding ways to do better; for our customers, our community, and our planet. We’re incredibly excited about what’s to come. New ideas, new products, new partnerships, and new adventures are on the horizon. And while the future looks bright, we’ll never forget where we started:

with one towel, a big dream, and a deep love for the ocean.

To everyone who has supported us over the years..

A VERY BIG HEARTFELT THANK YOU.

You are part of the Amity Blue story.
Here’s to another year of growth, purpose, and possibility!

Big Hugs
Katie and Chappy 💙