We heard you. And incorporated your feedback into our reimagined Super-Plush Towels & Robes.

We reduced the towel weight from 820 GSM to 770 GSM in response to customer feedback around both absorbency and dry time. While the lower GSM helps, the improved performance is the result of other combined updates;

1) Enhanced softness, absorbency, and dry time comes from the zero-twist construction. The special construction helps open up the fibers for better water absorption, while also creating more surface area for improved airflow that supports faster drying. This spinning technique also creates a super-fluffy towel that feels lighter in hand despite the higher GSM.

2) The towel is also made from 100% Aegean Turkish Cotton, a premium fiber known for its strength, smoothness, and durability. These yarns help enhance absorbency and durability of the towel.

3) Our Locker Loops are an added design & functional detail used for drying and hanging towels with a cleaner and modern look. Using the locker loop will help the towel to dry fully when hung up.

Aegean cotton produces stronger, smoother yarns with superior absorbency and better suited for advanced spinning technologies. This is due to the cotton being grown exclusively in Turkey’s Aegean region, with less rain, warmer temperatures, and more sunlight support the growth of long-staple fibers.

Our Super-Plush Towels & Robes are certified STANDARD 100 by OEKO-TEX® (#17.HUS.08214 Hohenstein). OEKO-TEX tests for harmful substances which are prohibited or regulated by law and chemicals which are known to be harmful to health.

The special construction helps open up the fibers for better water absorption, while also creating more surface area for improved airflow that supports faster drying. This spinning technique also creates a super-fluffy towel that feels lighter in hand despite the higher GSM.

Both Super-Plush and Plush are made with 100% Aegean Turkish Cotton using a proprietary weave construction designed to enhance softness, absorbency, and overall performance.

Super-Plush gives your bath routine a splash of luxury. Super-soft, extra-thick (without the weight), and absorbent. Super-Plush is heavier than Plush at 770 GSM.

Plush is our most versatile towel. Soft, absorbent, and ideal for everyday. Plush is lighter than Super-Plush at 500 GSM.

Machine wash cold. Do not bleach. Tumble dry low. For best results, wash with our Essential Detergent and dry with Wool Dryer Balls.

Due to the zero-twist construction of this towel, you may you may notice shedding/linting during the first few washes. However, because we use 100% Aegean Turkish Cotton—a premium long-staple fiber—the yarns are stronger and more durable, resulting in a longer-lasting towel.

If you’re following a skincare or haircare routine that includes active ingredients, we recommend white towels to avoid discoloration.

Learn more about how to care for your towels here.