towel buying guide: how to buy the best towels
Depending on how you look at it, bath time is either a quick necessity or one of life’s loveliest little rituals. We prefer the latter.
The warm water, the suds, the uninterrupted moments to yourself. And to finish, a beautifully soft towel waiting to wrap you up. It’s a small everyday comfort, but the right towel makes the whole experience that little bit more luxurious.
So, what makes a towel feel luxuriously soft and wonderfully absorbent, and how do you choose the perfect one?
what material towels should I buy?
For a naturally soft, breathable and skin-friendly finish, pure cotton is difficult to beat.
Our towels are woven in India by heritage makers using the finest 100% long-staple organic cotton. These longer, finer fibres create a yarn that is naturally softer, stronger and more durable than standard cotton, making it ideal for towels that are designed to be enjoyed every day.
Because long-staple fibres have fewer exposed ends, the finished towel feels smoother and gentler against the skin. They are also less prone to weakening and pilling, helping your towels retain their softness, strength and beautiful appearance wash after wash.
You may also come across towels described as Egyptian cotton. While the term refers to cotton grown in Egypt, it does not automatically guarantee superior quality. The exact same cotton plants are grown all over the world and there’s really no difference. What matters most is the length and quality of the fibre, alongside the way it has been spun, woven and finished.
organic cotton
Organic cotton brings an added layer of reassurance to an everyday essential that comes into close contact with your skin.
Ours is GOTS certified, which means the standard considers far more than just how the cotton is grown. It follows the entire journey of the fibre, from harvesting and spinning to dyeing, manufacturing and finishing. That means strict restrictions on harmful chemicals and more responsible production at every stage.
Because to us, organic should offer genuine peace of mind and standards you can trust.
what towel construction is the most absorbent?
Unlike many other fabrics, traditional cotton towels are woven with thousands of tiny raised loops. These loops create a larger surface area, allowing the towel to draw in and hold moisture.
The way the yarn is spun and the loops are constructed has a significant effect on how soft, absorbent and long-lasting a towel feels.
Our towels are made using low-twist cotton yarns. Unlike tightly spun conventional yarn, low-twist cotton retains more natural loft, creating a towel that feels fluffier, lighter and more absorbent. The result is a wonderfully plush, naturally soft texture that feels lovely against the skin, while remaining breathable and practical enough for everyday use.
what is GSM?
Towel weight is measured in GSM, or grams per square metre. This gives an indication of the towel’s density, thickness and absorbency.
As a general guide, a higher GSM will feel heavier and more substantial, while a lower GSM will feel lighter and dry more quickly. Neither is necessarily better, the ideal weight depends on the balance you prefer.
For everyday luxury, we believe the sweet spot sits at 600 GSM. This offers the comforting weight and generous softness of a hotel-quality towel without becoming overly heavy or taking too long to dry.
It’s a considered balance of plushness, absorbency and practicality. Made to turn every bath, shower and hand-washing moment into something a little more special.
