Turkish cotton rewards a little care — and the good news is, that care is simple.
Wash Cold
Machine wash cold with like colours. Hot water can cause shrinkage and fade the natural dyes more quickly than necessary.
Skip the Fabric Softener
This is the one habit worth breaking. Fabric softener coats cotton fibres in a waxy residue that reduces absorbency over time — exactly what you don't want in a towel. Leave it out, and let the cotton do what it does naturally.
Dry Low, or Skip the Dryer Entirely
Tumble dry on low, or better yet, line dry. Sun-drying isn't just a nod to tradition — it genuinely helps keep the fibres fresh and is part of what makes Turkish cotton feel the way it does.
Expect It to Improve
Unlike towels that wear thin with age, Turkish cotton tends to soften and become more absorbent with each wash. If your towel feels lighter or less plush than you expected on the first use, give it a few washes — that's the fabric settling in, not a flaw.
For Plusher Pieces
For heavier weaves like The Hug Bath Towel, an occasional wash with a half-cup of white vinegar and no detergent helps keep the fibres refreshed and prevents any mineral buildup from affecting absorbency.