Nat, the founder of Rugup Beach Co., is a mum of three energetic little boys and part of a family that has always been happiest by the sea. Weekends were almost always spent at the beach rain, hail, or shine. For them, the coastline wasn’t just a destination; it was a place to unwind, reconnect, and create their most meaningful memories.

But life shifted when Nat’s youngest son, Ethan, was born. He was diagnosed with a rare brain disorder and epilepsy, a moment that reshaped her world overnight. Between hospital visits, therapy sessions, and the constant juggle of caring for a child with disabilities while raising two toddlers, life became overwhelming. Still, Nat held firmly onto one thing: she didn’t want her family to lose their treasured beach days.

It was during these challenging seasons that the idea for the Rugii began to form. Nat imagined something that would make beach outings easier, warmer, and more enjoyable for her boys, an all-in-one outfit that kept them snug after a swim, allowed them the freedom to play, and looked beautifully stylish. From that vision, the Rugii came to life: a cleverly designed hooded towel outfit that blends practicality, comfort, and fun.

What started as a solution for her own family quickly transformed their adventures by the water. The Rugii reduced the fuss, eliminated the constant clothing changes, and brought more joy back into their days. Nat soon realised that what worked for her family could help countless other beach-loving families too.

And so, Rugup Beach Co. was born. A brand built from love, resilience, and the desire to make beach days easier for everyone. Today, the Rugii helps families spend less time wrestling with towels and chilly kids, and more time making the memories that matter most. Because every family deserves warm, effortless, joy-filled days by the sea.