Childhood friends Anna Fahey and Bailey Meredith had often mused about starting a business together. However, given both of their backgrounds in the fashion industry, they never predicted their business would be in the towelling space. BAINA, the duo’s curated towel brand, was born from a desire to break from the cyclical pressures of fashion and instead embrace the principles of a seasonless, functional product.
In conversation with the co-founders of BAINA
Bailey: Before we launched BAINA, the towelling category had been somewhat overlooked in terms of design and quality. Towelling was an afterthought for our customer, something that was given very little consideration. With a mutual affinity for bathing, using it as a way to decompress and reset, we wanted to provide a more considered offering in the towelling space. Elevating an everyday object through modern design, mindful craftsmanship, and a seasonless approach.
Anna: We recently extended our Pool Towel collection to introduce three new styles: The Busby in Cloud & Ranch Red, the Willis in Sand & Noir, and the Woodford in Cement. To create a unique and distinct offering, we draw our influence from fine art, sculpture, and architecture, yet realise each design with a strong BAINA signature. The Willis Pool Towel — defined by geometric weave print — references the rhythmic repetition seen in Art Deco tiling and modernist textile art.
Bailey: We explore different techniques to create texture and depth in the bathing space. Some collections are crafted from cut pile, organic cotton velour. It creates a plush texture and velvety surface for enhanced softness. On select designs, we create visual and tactile depth through the application of a jacquard technique. Raised blocks of terry are contrasted against the base fabric of the towel, creating tonal variants. This enhances the fabric’s sensory appeal, adding dimensionality and richness to the design.
Anna: The perfect bath towel should equally favour design and functionality. Ideally it would be made from organic cotton — it’s soft, durable, natural, and biodegradable. It’s a fibre that actually becomes stronger when wet, making it ideal for towelling. The weight of the towel — measured in GSM (grams per square metre) — should also be carefully considered. It’s what determines the softness, absorbency, and drying time. A super-soft, plush towel often has a higher GSM… while this makes it feel luxurious and highly absorbent, it can also mean longer drying times. On the other hand, a towel with a carefully considered weight offers both plushness and practicality.
Bailey: We are a conscious brand, designed with permanence in mind. We take a mindful approach to craftsmanship, materiality and design to promote longevity over seasonal trends. All our towelling is made from 100% Global Organic Textile Standard (GOTS) certified cotton. This standard – widely considered as one of the highest for organic cotton globally – regulates the entire supply chain to reduce environmental impact, create a safer working environment and enhance biodiversity.
Anna: Bathing can serve as a ritual that aids relaxation, promotes mindfulness and contributes to physical and mental well-being. What makes bathing unique is that it doesn’t need to be elaborate, or expensive. It’s accessible. Simple. Grounding. A daily ritual that provides essential time with self. My tip for bathing is simple: when possible, slow down – find stillness – and take your time.
Words: Natalia Didovich
Photography: Portrait by Holly-Sarah Burgess & product photography by Hannah Scott Stevenson
