our story

nobody buys a towel for the towel.

They buy it for the minute after the shower, when the house is still quiet. For the walk from the pool to the car. For the last slow breath on the yoga mat.

So we started there. Every towel we make begins with a moment, and the weave, the weight and the size follow from it. A gym towel should be light, absorbent and easy to carry. A beach towel should let the sand go. A shower towel should feel like being wrapped up.

made with care, for the moment after.

Olive, cocoa, dusty-blue, ochre and ivory cotton waffle towels, softly folded side by side
soft things. everyday rituals.

a day of afters

six small moments. one good day.

From the first hot shower to the last dried glass. Tap a moment to meet its towels.

  1. 6:40amA dusty-blue cotton bath towel on an oak stool in a sunlit bathroomafter the showerThe house is still quiet. Hot water, then something soft.
  2. 7:25amAn olive yoga towel with a corner turned back to show its grip dotsafter yogaOne last slow breath on the mat.
  3. 12:30pmA plain olive cotton gym towel on a wooden benchafter the gymA lunchtime session, a soft towel ready on the bench.
  4. 5:10pmA dusty-blue and ivory striped towel beside a quiet poolafter the swimTwenty lengths, then the walk to the bus.
  5. 7:45pmIvory and olive muslin cloths, a botanical wrap and a little hooded towelafter bath timeBath time, giggles, a hood with ears.
  6. 9:30pmIvory, ochre and dusty-blue tea towels on a stone kitchen counterafter the dishesThe last glass dried and put away.

how a towel is made

from cotton to after.

  1. grow

    Long-staple cotton, picked for its long, strong fibres. Longer fibres mean softer loops and less lint.

  2. spin

    Spun with little or no twist, so the yarn stays open, airy and quick to drink water.

  3. weave

    Loops, pockets or a flat weave, at the weight each after needs: light for the beach, plush for the shower.

  4. wash

    Pre-washed with no softener, so it’s thirsty from the very first use.

  5. fold

    Rolled, tagged with its after and sent to you in a reusable cloth bag.

care, decoded

your towel’s favourite programme.

Turn the dial or tap a symbol. Six rules keep a towel soft, bright and thirsty for years.

40°WARM WASH

rule 1 of 6

wash at 40°

Warm, not hot. 40°C keeps colours bright and loops soft. Give new towels a wash on their own first.

still torn between afters?

Plan a week and we’ll count the towels for you.

plan your week