oveRtHinkinG tHe Humble towel

We get deep about the unassuming summer staple. 

Words by Heather Gwyther

You’d be forgiven for categorising towels as items of insignificance, there to transform you from wet to dry and little else. Technically, it’s true – that is their function, but is it their sole meaning?
No. Well, not here at least.

We aRe cuRRentLy in peak toweL seaSon

Whether you’re sitting by the sea or on a patch of scorched grass, a nice towel can transform an anonymous space into something personal. Should you leave (ideally not for an extended period of time as nice things can be stolen), they’re a way of marking one's territory and making a ‘style statement’ even in your absence. In other words, they’re status symbols – just look at how instantly recognisable the striped towels of Soho House are. Those by the likes of Hermès, Versace and Balenciaga aren’t too shabby either. 

But towels are not just for summer, they’re a part of daily life – behind closed doors they’re imbued with meaning. Seeing someone you fancy in a towel post-shower can be the sexiest thing in the world. Conversely, sitting on the edge of your bed in a towel post-shower can be the most miserable thing in the world. They cover the whole scope of human experience. 

That said, not all towels are created equal. Some towels are actually hand towels or – even more inconveniently when you’re sopping wet – face cloths. There’s also a distinction between beach towels and bathroom towels, with the former tending to be thinner and the latter plusher. But, sometimes, a brand like Australia’s It’s Now Cool comes along with one that is both. 

That said, not all towels are created equal. Some towels are actually hand towels or – even more inconveniently when you’re sopping wet – face cloths. There’s also a distinction between beach towels and bathroom towels, with the former tending to be thinner and the latter plusher. But, sometimes, a brand like Australia’s It’s Now Cool comes along with one that is both. 

The Luxe Towel started life the way most fashion towels do: “we wanted a stand-out towel to complement our summer collection,” reveals Kimmy Reynolds, the brand’s marketing manager. And then they got to work. “First we sourced the plushest fabric we could find and then we perfected the print scale and colour.” The goal? To create a towel that looked as good as it felt. 

IT'S NOW COOL
The Luxe Towel
£120 

The Luxe Towel essentially brings what is commonly known as a ‘bath sheet’ to the beach – it’s huge. Given its vast size, it’s not so much a towel for a single person as it is a towel for two people. And we all know what that means: increased intimacy (or resentment). But whether you share it with someone else or not, really it’s a towel for flaunting. Red and white checked with It’s Now Cool branding, there’s a certain Formula 1 energy to it. It may well be the Ferrari of the beach towel world – at a push. 

Being an Australian brand run by Australians, beach towels are not just line sheet filler to It’s Now Cool, but a key part of collective childhood memories. Reynolds recalls being “wrapped in a sandy, salty, sea-scented and sun-warmed towel at the beach” as a child. Today, this remains her “ultimate after-swim comfort”. In Australia, “the beach has its own fashion scene,” she says. “It’s a huge part of your summer look and a towel is definitely part of that get-up – the beach stroll with a cool towel flung over your shoulder is the ultimate Aussie catwalk.” In London, the equivalent is taking your beach towel outside and hoping for the best. 

For Reynolds, the Luxe Towel looks its best when it’s “under your bum on a hot sandy beach by the cool clear salty water”, but is even better with your “best mate next to you and a piña colada in your hand.” We are in total agreement.

For Reynolds, the Luxe Towel looks its best when it’s “under your bum on a hot sandy beach by the cool clear salty water”, but is even better with your “best mate next to you and a piña colada in your hand.” We are in total agreement.

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