Long-staple cotton · GSM on every product page · Finished sizes in centimetres · Low-twist loops · Shrinkage stated up frontLong-staple cotton · GSM on every product page · Finished sizes in centimetres · Low-twist loops · Shrinkage stated up front
Collections
Sorted by where the towel actually goes
Weight, weave and size are the three things that decide whether a towel suits a bathroom. Each collection groups the pieces that behave the same way.
A 900 GSM towel is not a better towel, it is a heavier one that takes most of a day to dry. We publish the GSM of every piece and say plainly which bathroom each weight suits, so you can buy the light one on purpose.
02
Long-staple cotton, low twist
Longer fibres mean fewer loose ends, which is most of why a towel does or does not shed lint in its first month. Loops are spun at a low twist so they open up and hold water instead of lying flat.
03
Sizes in centimetres, before you buy
A bath towel and a bath sheet are two different objects and the words are used loosely across the industry. Every product page gives the finished size after washing, not the size on the loom.
04
Tell you what it will do
Cotton shrinks. We state the expected first-wash shrinkage as a range rather than pretending it is zero, and we say which colours we expect to fade with bleach so nothing is a surprise.
Materials
The three things that decide how a towel behaves
Weight, fibre and weave. Everything else is colour.
What GSM actually changes
Grams per square metre is loop density, not quality. Around 450 to 550 GSM a towel dries you and is dry again by evening. Push past 700 and it feels plush in the shop, then stays damp on a rail in a small bathroom.
Long-staple cotton
Longer fibres can be spun into a yarn with fewer exposed ends. That is most of the reason one towel sheds lint for a month and another stops after two washes. It also lets the loops be spun at a lower twist.
Terry against waffle
Terry is a looped pile: maximum surface area, maximum water held, slowest to dry. Waffle is a flat honeycomb: it holds far less water but hangs dry in a few hours, which is why it suits robes and humid rooms.
Where they are woven
[Client to confirm mill location and any supplier details before launch.] We would rather leave this blank than name a country we cannot evidence on a delivery note.
Care
Four habits that keep a towel absorbent
01
Wash before first use
New towels carry a finish from the loom that repels water. One wash removes it and is where most of the shrinkage happens.
02
Half a dose, no softener
Detergent residue and fabric softener both coat the loops. Less soap, no softener, and a towel keeps absorbing.
03
Wash warm, not hot
40C is enough for a bathroom towel. 60C is for the ones that need sanitising, and it will shorten their life.
04
Dry it properly
Tumble on low and take it out slightly damp, or line dry then shake it out. Both open the pile back up.
