Who we are

At Nalu Wave Co., we believe in flowing with purpose — in both style and spirit.

Inspired by the rhythm of the ocean and the calm strength of the waves, Nalu is a Hawaiian word meaning “wave,” “to flow,” or “to ponder.” It represents movement, mindfulness, and a free-spirited approach to life — the same energy we hope our towels bring to your everyday adventures, whether you're oceanside or lakeside.

We're proudly based in Michigan, where the Great Lakes aren’t just landmarks — they’re part of our roots. Growing up here, we spent summers on their shores, walked their dunes, swam in their cold blue waters, and grew to love and respect these incredible natural treasures. That’s why giving back to protect them is woven into the fabric of our brand.

We donate 10% of all profits to the Alliance for the Great Lakes — a leading nonprofit dedicated to protecting and preserving the Great Lakes, which hold 20% of the world’s surface freshwater and provide drinking water to over 40 million people.

Your purchase supports:

• Reducing plastic pollution in our lakes and waterways

• Restoring native habitats and cleaning up toxic pollutants

• Preventing invasive species from disrupting freshwater ecosystems

• Protecting communities from flooding and sewage overflows

• Ensuring every family has access to clean, safe drinking water

• Helping Great Lakes towns adapt to the water impacts of climate change

The Alliance is nonpartisan, science-driven, and action-focused — working hand-in-hand with communities, volunteers, and policymakers to protect this vital freshwater system.

At Nalu Wave Co., you don’t just shop. You make waves.
Thanks for being part of our mission to express freely, live boldly, and give generously — one towel at a time.