We use organic cotton because how cotton is grown and processed matters. Organic cotton is produced with fewer chemicals, uses less water, and supports healthier soils and safer working conditions — impacts that don’t always show on the surface, but matter long before the fabric reaches your hair.

Our towels are made from jersey cotton, a knit rather than a looped weave. This creates a fabric that’s naturally soft, flexible and smooth, and that behaves very differently to traditional terry towels and many microfibres.

When hair is wet, it’s at its most vulnerable. The smooth surface and gentle stretch of jersey cotton help reduce friction, tugging and unnecessary stress on the hair cuticle, while absorbing excess water in a more controlled way.

Some conventional cotton fabrics may feel similar, but organic jersey cotton costs more because it’s produced with greater care — for quality, for people, for the planet, and for longevity. For us, fabric choice isn’t about labels or trends. It’s about choosing the right material for the job, and choosing it responsibly.