Can a Towel Be Revolutionary?

Zenith towelsCan a towel be revolutionary? It can if it’s trying to beat the status quo. And, what’s beating the status quo in the towel industry? It’s thinking of the consumer’s long-term investment. It’s investing in top weaving technologies. It’s quality assurance and details like double-stitched edges. It’s never, ever “racing to the bottom”.

Recently, author and marketer Seth Godin discussed the race to the bottom on “George Stroumboulopoulos Tonight”, saying it was:

“How do we get cheaper? How does everything get cheaper… more Wal-Marts, more Targets, more stuff made by people who are getting paid ever less. Cheaper materials and cheaper services. The problem with the race to the bottom is that you might win, which really sucks.”

He provides a counter to the race to the bottom noting:

“The alternative is to race to the top. And, some people are getting to race to the top because of the Internet and this revolutionary connection engine that we are all living with that says if you can figure out how to do something interesting or unique or noteworthy, people will find you and pay you extra, because you’re not like everyone else and cheaper. You’re different and more expensive.”

That’s exactly what we are trying to do here at The Turkish Towel Company. Quite simply, we’re creating a product that is better made.

And, yes, you may pay a little more than you would when buying a towel from your local big-box store, but our product is made with love, and it’s made to last.  That’s right, we make each and every towel we sell. We’re not just an importer. So, we have full control over the quality and that makes a huge difference in the longevity and lifespan of a product. Because inns and boutique hotels are one of our main markets, we design our towels to withstand “extreme laundering!”

First, the cotton: Why Turkish cotton? The Turkish Towel Company products are all made in the legendary cotton-producing town of Denizli, Turkey, which is famous for its fine premium cotton. Cotton from this region is considered to be the softest in the world. Because of this, Denizli cotton for towels and bathrobes is in demand by hotels, resorts and spas.

Next, the technology and craftsmanship: All of our towels and bathrobes are woven in our modern production facility by Swiss made computer controlled weaving equipment. Each and every towel we provide is inspected three times to ensure the perfect towel:

  1. After weaving
  2. After dyeing
  3. After stitching

Particular attention is paid to the stitching and finishing of all products. All our towels are double-stitched along the lengths to avoid fraying and for added stability. While a Turkish towel may cost more initially, in the long run it costs a lot less as it will easily outlast towels of inferior quality.

Can a towel be revolutionary? We think so.

Comment