Originally designed for surfers, swimmers, and triathletes, the DryRobe has become a cultural phenomenon – both loved and ridiculed.
DryRobe, a UK-based brand known for its loudly coloured, oversized waterproof changing robes, has carved out a strong position in the outdoor and sportswear market. It is safe to say that they and divide opinion and this week The Spectator waded in and casually coined them “Menopause Macs.” It was when I read this article that I really needed to get to the bottom of what this brand means.
While core users, including outdoor athletes and adventure seekers, praise its warmth and functionality, wider society has often turned DryRobe into an internet meme, coining terms like “DryRobe Wankers” and “Menopause Mac” to mock those seen wearing it in everyday settings.
So what is really going on? I have to admit that my first knowledge of the brand was from a friend, muttering under their breathe, “there goes a Dryrobe” with an accompanying and dismissive eye roll.
Since that moment I have looked at the brand with a bit of suspicion, purely because my friend, whose opinions I do trust on points of sartorial elegance, was so disparaging. But Dryrobes are everywhere and clearly loved by their customers, so could be friend just be wrong? Since then I’ve seen the memes and the articles and I needed to understand what the hell was going on with this brand!
This analysis explores DryRobe’s perception across traditional and digital media platforms, highlighting the stark contrast in sentiment and providing PR and brand strategy recommendations for navigating this unique brand identity challenge.
Just for full disclosure, I’d like to say that I think some of the jokes about the brand stray into casual misogyny or just straight up misogyny (menopause jokes are not cool!). I am not going to get into a Ricky Gervais style debate about no jokes being off limits, but just to say that these clothes are worn by men and women alike!
The brand
SEMRush estimates that there are 273,000 visits to the Dryrobe website and this gas steadily grown overtime has its search visibility, although there has been a slight decline this year. As well as using SEM Rush this analysis.
The following Dryrobe PR evaluation (2023-2025) assessed the brand’s earned media and social media presence over two years, comparing its performance against competitors Vivida, Red Original, and Northcore.
The analysis measured share of voice, media sentiment, engagement, and key message penetration across news articles, blogs, and social platforms, using a structured methodology aligned with industry best practices.
Earned media insights were drawn from over 70 articles in major publications such as The Telegraph, The Guardian, The Times, and niche sports blogs, evaluating sentiment, media impressions, and the presence of core brand messages like “market leader” and “sustainability.”
The social media analysis covered over 800 posts across Instagram, TikTok, Facebook, and Reddit, tracking engagement trends, virality, and sentiment. Dryrobe’s presence was strong, with 140k+ Instagram followers and high levels of discussion in both brand-owned and third-party communities, including the satirical “Dry robe wankers” meme.
The benchmarking against competitors examined media mentions, social engagement, and sentiment trends, highlighting Dryrobe’s market dominance.
Despite limitations such as estimated readership figures and organic social media reach, my study provided a comprehensive, data-driven overview of Dryrobe’s PR impact, offering valuable insights into brand perception and competitive positioning.
TikTok: viral memes and mockery
Like with a lot of things, I research started with Tiktok. TikTok has become a hub of viral content ridiculing DryRobe wearers. Hashtags like #dryrobewankers and #dryrobe have garnered millions of views, with creators parodying the sight of people wearing DryRobes in non-sporting contexts – on the school run, at the supermarket, or in urban settings far from any water.
Popular trends include “DryRobe school run” sketches and exaggerated “adventurer” stereotypes mocking those who wear the robe outside its intended use.
Despite this wave of satire, some DryRobe fans push back, using hashtags like #dryrobewankerandproud to defend the product’s practicality and comfort.
While TikTok has amplified DryRobe’s meme status, it has also sparked a counter-narrative from loyal users who argue that critics simply don’t understand the product’s purpose.
Facebook: the ‘DryRobe Wankers’ group and meme culture
Facebook is home to the infamous “DryRobe Wankers” group, a large community dedicated to posting and mocking DryRobe sightings in seemingly inappropriate places.
With over 157,000 members as of March 2025, the group thrives on spotting “DryRobe warriors” – those seen donning the robe far from any body of water.
The group’s tone is largely comedic rather than malicious.
Many members admit they have no issue with swimmers using DryRobes for their intended purpose but view wearing them at Tesco or a motorway service station as worthy of a lighthearted jab.
This widespread social ridicule has propelled DryRobe into mainstream conversations, making it one of the most discussed items in British casual wear.
Reddit and forums: a split perspective
Discussions on Reddit reflect both sides of the sentiment divide. In enthusiast forums like r/OpenWaterSwimming and triathlon subreddits, DryRobe is considered a high-quality, functional product. Users frequently recommend it over competitors, citing its warmth and durability. One triathlon forum noted that “80% of sea swimmers now wear them, even those who originally mocked the trend.”
However, on broader subreddits like r/britishproblems and r/CasualUK, DryRobe jokes are common. Users frame the product as a middle-class status symbol, worn as much for social signalling as for practicality. Some critics argue that the product’s ubiquity in urban settings has diluted its original purpose.
Despite this, some Reddit threads have challenged the negativity, pointing out that terms like “Menopause Mac” have sexist undertones, and mocking people for their clothing choices is outdated.
Our research paints a clearer picture:
Despite the noise, social media sentiment is actually mostly positive within the core outdoor community (wild swimmers, surfers, triathletes).
- Common praise: “Dryrobe keeps me warm after a swim”.
- Reddit forums like r/OpenWaterSwimming call Dryrobe “crazy useful for changing outdoors”.
While negative sentiment is largely humorous.
- “Dryrobe Wanker” meme emerged on TikTok and Facebook.
- Satirical posts mock users wearing Dryrobe in non-sport settings (e.g., shopping, school run).
- Facebook group “Dry robe wankers” (155,000+ members) mostly playfully ridicules overuse.
- Some users defend Dryrobe, joking: “I’m dry and warm – so who’s laughing?”.
Earned media: press coverage analysis
Mainstream media coverage has been equally divided. Reviews of the product itself are full of praise. There I strongly positive sentiment in media coverage reviewing the product, with praise for:
- Quality, warmth, waterproofing, and sustainability credentials.
- The Telegraph gave Dryrobe 9/10 overall and 10/10 for sustainability.
- The Independent and Evening Standard describe it as the “best-known changing robe”.
- Media widely agree Dryrobe is the gold standard in the category.
There are some minor critiques in reviews:
- Bulkiness when packed (common trade-off for insulation).
- High price, though often justified due to superior durability.
Key message penetration
- “Original and Market Leader”: Dryrobe is widely referred to as the original innovator (est. 2010).
- Warmth & Comfort: Almost every media review highlights exceptional warmth.
- The Telegraph: “Like a fleecy cuddle when you’re wet and cold.”
- All-Weather Protection: Verified in product tests, ensuring credibility.
- Versatility & Lifestyle: Media discuss Dryrobe’s multi-sport and casual uses.
Sustainability message:
- 10/10 rating in The Telegraph for use of 100% recycled fabrics.
- Dryrobe is a B-Corp certified brand, reinforcing its eco-friendly credentials.
Athlete endorsement and credibility:
- Team GB athletes and multiple Olympic teams use Dryrobe.
- Official partner of international surf and winter swimming events.
Publications like The Guardian and The Spectator however have discussed DryRobe’s cultural impact, with some articles embracing its practicality while others highlight its meme-worthy status.
- The Guardian positioned DryRobe as “the most divisive thing you can wear,” acknowledging its cult status among outdoor enthusiasts but also its widespread ridicule.
- The Spectator humorously questioned whether society has developed “Dryrobophobia,” given how passionately people react to the sight of one.
- The Telegraph noted DryRobe’s increasing popularity among celebrities and gym-goers, reinforcing that mainstream adoption is growing despite mockery.
- The Times covered the rapid growth of online meme groups, indicating that DryRobe’s image had transcended sport into social commentary.
- The Independent examined whether DryRobe’s rise reflected a broader trend of outdoor and wellness culture being absorbed into fashion.
Overall, DryRobe’s earned media coverage reflects its dual identity – both a serious outdoor brand and a cultural meme, but will the negativity get out of hand and damage the brand? Only time will tell.
What is certain is that when it comes to comparisons to competitors the Dryrobe is the market leader.
Share of voice:
- Dryrobe (~50%) dominates; Red Original (~25%) is the closest competitor.
- Vivida and Northcore have niche appeal, mostly limited to enthusiast communities.
Sentiment comparison:
- Dryrobe & Red Original receive the highest positive sentiment.
- Vivida is praised for luxury but seen as too expensive for mass adoption.
- Northcore is noted as affordable but not as warm.
PR and brand strategy recommendations
So what on earth do you do with a brand that is a market leader and attracts committed fans and haters in large volumes? We are living in a world where division seems to be a way to elevate a brand (populism anyone?) but is it good for the long term health of the brand.
After all both Crocs and Ugg Boots both had a similar stratospheric rise but also had a good few years in the wilderness before coming back into fashion as Gen Z rediscovered their comforts
1. Embrace the core community
DryRobe should continue catering to its loyal customer base of outdoor sports enthusiasts. Highlighting real-world use cases through ambassador campaigns, user-generated content, and testimonials will reinforce its credibility. The core campaigns should be to its base of water sports fans.
2. Lean into the humour
Given its meme status, DryRobe should consider a lighthearted approach to PR. A campaign titled “Where’s the strangest place you’ve worn your DryRobe?” could engage both fans and critics in a way that controls the narrative. The younger end of its audience in particular would not mind this approach at all, but it might put off older casual customers.
3. Educate the wider audience
Clear messaging on DryRobe’s functional benefits could help counter perceptions of it being a fashion statement. A short-form documentary featuring triathletes, surfers, and cold-water swimmers could showcase its real-world applications. It was not until I did this analysis that I realised the DryRobe’s technical functionality or its environmental credentials, I would recommend trying to get these over more often.
4. Leverage influencers to shift the narrative
By engaging figures like journalists, lifestyle influencers, and fitness personalities, DryRobe can broaden its appeal beyond extreme outdoor enthusiasts, reinforcing its utility for casual users as well.
5. Convert the meme into positive engagement
Rather than viewing meme culture as a PR issue, DryRobe could embrace it creatively. Partnering with comedians or meme pages for an ironic advertising campaign could flip the narrative in its favour. This, however is high risk.
Summary
DryRobe’s unusual brand journey – from essential sports gear to internet meme – presents both challenges and opportunities. The brand’s core audience remains loyal, and its functionality is undisputed among enthusiasts.
The level of technical performance of the product is impressive and feedback from custoemrs and journlists alike really drives this point home.
While wider ridicule persists, it has also driven cultural visibility, keeping DryRobe in the public consciousness. By embracing humour, reinforcing brand credibility, and engaging with influencers, DryRobe can continue to grow its market presence while shifting the broader narrative from mockery to mainstream adoption.
By doing this analysis I do have a new found admiration for the brand (I won’t be buying one – I love my Stone Island, but I do respect it and see why their customers are so loyal).
About the author
I’m James Crawford, a PR professional with extensive experience in brand analysis, media strategy, and PR evaluation.
As the Managing Director of PR Agency One, an award-winning PR consultancy, I have spent over a decade helping brands navigate public perception, earned media, and digital engagement.
My work spans consumer and corporate PR, crisis communications, and influencer strategy, giving me a unique perspective on how brands are shaped by media narratives and social sentiment.
I’ve worked with global and UK-based companies to evaluate their reputation, using both qualitative insights and data-driven analysis.
This report on DryRobe stems from a genuine curiosity about how a single product can inspire such intense devotion from its customers while simultaneously becoming a pop culture meme.
Applying PR methodologies, such as sentiment tracking, media monitoring, and competitive benchmarking, I’ve examined DryRobe’s position in the market, the media landscape surrounding it, and how the brand could navigate its current perception challenges.
I’m not a DryRobe owner, but as someone fascinated by brand reputation, I wanted to unpack why it has become such a divisive cultural icon, and what lessons can be learned from its success and scrutiny.
