These 18 Local Brands Are Making Plush Towels for Bathrooms and Beyond

It might seem simple, but a really good towel, like a really good set of sheets, makes a difference. High quality materials that offer a soft handfeel but doesn’t skimp on absorbency is the key. But for all the luxury that a new towel brings, there’s nothing worse than when they start to get rough and scratchy.

Hommey founder (and chief comfort officer) Justin Kestelman has the solution. “Here’s our secret sauce: warm machine wash, with little to no detergent but add white vinegar. A warm tumble dry is recommended,” he says. “Using detergent is not recommended because it coats the fibres of the towel and gives that ‘crispy’ effect after washing.” Some people also swear by adding tennis balls into your dryer to help maintain the fluffy feel.

beach towels and robes have become firm favourites from the brand, but the extended bathroom range now includes sumptuous bath sheets, classic towels, face washers and hand towels in chic, design-led palettes. Each piece is made from a dense 600gsm cotton that is super absorbent, so you’ll be dry in no time. Long piles give an extra soft handfeel that’s like a hug.

Additional reporting by Simone Richardson.

This story was first published on 19 September, 2023 and has since been updated.