Our Ethos

1. Transparency over marketing

We would rather publish a hard number than a soft adjective. “Sustainable” is a word that has lost its meaning; “31% ocean-bound PET, up from 24% YoY” is harder to fake. Our annual report lists the figures we track across our business, including the ones that got worse.

2. Materials first, aesthetics second

A beautiful towel in the wrong fabric is a bad product. We spent two years tuning our yarn before worrying about the print. The design language came after the material. We would do it in the same order again.

3. Local supply, where possible

Our yarn is spun 400 km from our Athens office. Our weaving happens 500 km from here. Our printing is 10 km away. The longest segment in our supply chain is a lorry drive — not an aeroplane. We import nothing we can make in Greece.

4. Repair, return, recycle

Our towels can be posted back to us when they are worn out, free of charge, from more than 40 countries. We re-process them through a certified industrial textile recycler in northern Italy. The programme is small. We want it bigger.

5. Treat suppliers like partners

We work with four core suppliers. Three of them have been with us since 2017. We pay invoices in 14 days, not 90. We visit our mill every quarter.

6. Growth is a tool, not a goal

We do not want to be the biggest towel brand in the world. We want to make the right amount of towel, for the right people, for a long time.