Joshua Biehl is from Santa Cruz, California. He was inspired to create TOWELIFORNIA® shortly after moving his family to the beach neighborhood of Seascape in Aptos. He loved the beauty of how the local Santa Cruz mountains met the beautiful local beach scene, and wanted to share his passion of the area with others.
He soon also discovered his young children were crazy about the ocean, and the family never seemed to have enough clean beach towels. Joshua dreamed of creating an innovative California based company specializing in beach towels, with some Santa Cruz uniqueness, and hopes to employ many locals while building the brand.