Lorraine Kelly
In a sea of sportswear brands, Dryrobe has done more than just keep outdoor swimmers and surfers warm—it’s helped keep people alive. The British change robe giant has just unveiled a limited edition RNLI Dryrobe Advance to mark the success of its ongoing partnership with the Royal National Lifeboat Institution, having raised a staggering £340,000 for the charity since 2022.
That’s not just feel-good PR fluff. We’re talking real impact—enough to fund a brand-new B-Class lifeboat, train 250 volunteer crew members, or kit out 548 lifesavers with lifejackets. It’s the sort of result that makes you proud to be soaked on a Cornish beach in February.
Since the partnership launched in October 2022, Dryrobe has donated £1 from every Adult and Kids Dryrobe Advance and Towel Dryrobe sold via its website.
The goal was to raise £100,000 a year over three years. They blitzed through that target in a little over two, prompting a 12-month extension and a fresh commitment to keep the momentum going.
And now, to celebrate both the partnership and the RNLI’s tireless, voluntary service, Dryrobe is offering something special: just 400 RNLI-branded limited edition robes, priced at £175, each featuring a unique colour combo and branded lining. Best of all, £50 from every sale will go directly to the RNLI’s lifesaving work.
Dryrobe founder Gideon Bright, the man who turned post-surf shivering into a fashion category, said: “We’re delighted to launch this limited edition robe in celebration of our fantastic partnership with the RNLI.
With more than £340,000 raised and counting, we’re proud to have played a part in supporting such an important institution and its lifesaving work.
Our ongoing donations will continue to help fund much-needed equipment and training and we encourage those who share our mutual love of the water to do their part by purchasing the robe while available.”
RNLI Senior Commercial Partnerships Manager Steve Hulbert echoed the sentiment: “As a charity, the RNLI is dependent on donations to fund its lifesaving work. We’re incredibly grateful to Dryrobe® for their ongoing support – £340,000 is a remarkable sum and will help ensure our volunteer lifesavers have the right training and equipment they need to keep saving lives at sea.
Their ongoing commitment to sharing vital water safety advice is another way in which they are helping the RNLI to save lives at sea. This limited edition robe is an exciting new offering, with a generous proportion of the sales being donated to the RNLI.”
But this collaboration isn’t just about cash—it’s about awareness. As part of Dryrobe’s Warmth Project, which supports coastal communities and outdoor wellbeing, the brand helps broadcast vital RNLI messaging across its digital platforms.
Key campaigns like Float to Live—a life-saving reminder for anyone caught in open water—have found new audiences through the partnership.
The RNLI’s mission is stark and sobering. Every year, around 140 lives are lost around the UK and Irish coasts. The lifeboat crews and lifeguards on the front lines are volunteers, and they rely on donations, not dividends, to keep going.
Dryrobe, once a humble post-surf cover-up invented in a North Devon garage, has become a fixture in Britain’s outdoor scene. From cold-water swimmers to paddleboarders and triathletes, the robe has become a badge of honour for those who embrace the elements—and now, with this limited edition, a chance to support those who protect them.
So if you’re the sort who braves the sea in January, or you just want to help those who rescue those who do, this robe’s more than a fashion statement. It’s a warm hug with a mission.
More info and the chance to snag one of the 400 RNLI robes available can be found at www.dryrobe.com.
