The big towel that could
Towels are one of our most hardworking accessories. At the beach alone, they double task as mats. At resourceful homes, smaller sizes go through a life of being face towels, then hand towels, until they are ultimately repurposed for kitchen use.
In 2018, Mari Jasmine and Tini Dahl had an idea to create a towel that would serve all these purposes and more. Starting out as Sora with a decidedly twee pastel-hued brand DNA, they have since rebranded as Flowe with the goal of longevity and timelessness. Its designs, available striped or checkered in three colorways, are developed in-house with longevity in mind. You’ll want to keep them no matter the changes in your design taste.
This is essential to the brand. From its design to materiality, it’s also sturdy and inherently made to last. It’s GRS Certified made from recycled plastic waste (85% recycled polyester and 15% nylon).
Looking and feeling my Flowe, it’s stunning how something that feels so sumptuous used to be waste.
Around eight billion barrels of oil are used to produce synthetic materials like nylon and polyester annually. Used in anything from PPEs to fast fashion garments, approximately eight million metric tonnes of plastic waste enter our oceans or end up in landfill and take centuries to decompose.
The most exciting and logical solution is to reuse and recycle more of it and contribute to a circular, restorative system.
The full towel is sized at 73x183 cm while the hand towel is 41x76 cm; that’s bigger than what’s on the market but is also made to be more compact, absorbent, with a moisture-activated grip — proven by this writer to also be sand-repellent. The multi-performance towel has been designed and tried and tested by the two to take them from yoga to weekend getaways. And we can do it, too.
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Visit shopflowe.com.
