Danny Meurer WG17 got the idea for Laguna Beach Textile Company while spending a summer working as a cabana boy for one of Laguna Beach’s premier hotels.

He was impressed with the plush, colorful beach towels he handed out, which were thick and soft and yet, unlike most towels on the consumer market, could withstand hundreds of washes without wearing down. In 2015, he founded Laguna Beach Textile Company with the goal of turning those exclusive resort-quality wraps into affordable luxury beach and bath towels priced from $22.

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