Towel Jargon Explained

What is GSM?

GSM stands for grams per square metre and is a good indication of how dense and absorbent a towel is. Generally, the higher the GSM, the thicker and more absorbent the towel will be.

When deciding on the GSM, think about how you’ll use your towel and how often. Lightweight towels dry quicker, but heavyweight towels have a more luxurious feel.


Towel construction

Zero twist

An open loop with no twist which feels super soft and more plush. This type of towel is more likely to be quicker drying. Try our Catherine Lansfield zero twist towel range.

Pima Cotton

Produced using long staple length cotton fibres to create the yarn which is then combed for additional softness. This creates a softer and more durable towel that retains its colour wash after wash. Try our Bliss towel collection.


Traps air during tumble drying to give a luxuriously thick and fluffy pile that’s highly absorbent and sumptuously soft. Try our superior Christy Supreme towel range.