Towel Buying Guide: How to Choose the Best Luxury Towels

Luxury towels are defined not simply by thickness, but by fibre quality, construction, and long-term performance. The best towels feel soft from the first use, and continue to feel that way for years.

At London & Avalon, bath linen is crafted at a Portuguese mill using super soft, extra-thick 600gsm zero-twist Egyptian cotton, chosen for maximum softness, high absorption, and lasting durability. Understanding what that truly means makes choosing the right towel far easier.

Why Egyptian Cotton Makes the Difference
Egyptian cotton is known for its longer, stronger fibres. These long fibres create smoother yarns, resulting in towels that feel softer, pill less, and maintain their structure after repeated washing.
Longer fibres also allow for superior construction, particularly in zero-twist towels.
 
What Is “Zero Twist”?
At London & Avalon, only zero-twist towels are produced,  but what does that actually mean?
Traditional towels often use shorter cotton fibres that must be tightly twisted together to create strength. This twisting can leave towels feeling firmer or rougher, and may lead to shedding over time.
Zero-twist towels, by contrast, use superior long-staple Egyptian cotton fibres. Because the fibres are longer and stronger, they can be looped directly through the towel base without excessive twisting.
This creates towels that are:
• Unbeatably soft against the skin
• Highly absorbent, with more cotton surface area exposed
• Fast drying, thanks to better airflow through the loops
• Ideal for sensitive skin
The result is a towel that feels luxuriously fluffy yet performs exceptionally well.

The Importance of 600 GSM
Weight matters, but balance matters more.
At 600gsm, towels achieve the ideal combination of:
• Plush, spa-like thickness
• Excellent absorption
• Practical drying time
• Everyday durability
Heavier towels can feel indulgent but may dry more slowly. 600gsm offers refined luxury without compromising usability.
 
Signature Collection
The Signature Collection represents the purest expression of this philosophy.
World-renowned for its comfort and performance, it is made from 600gsm zero-twist 100% Egyptian cotton, delivering exceptional softness, superior absorbency, and a luxuriously fluffy feel that elevates everyday routines. Minimal, timeless, and enduring, it is designed to feel indulgent without excess.
 

Bourdon Collection
For those seeking subtle detail, the Bourdon Collection offers the same best-selling 600gsm zero-twist Egyptian cotton bath linen, finished with a refined corded stripe and available in a choice of 18 colours. The addition of texture enhances visual interest while maintaining the same softness, absorption, and durability that define the collection.

What Sets True Luxury Towels Apart
Luxury is not simply about thickness. It is about fibre integrity and thoughtful construction.
Unlike towels made with combed or ringspun cotton blends, zero-twist Egyptian cotton uses longer, more durable fibres that can be looped cleanly through the base. This produces:
• Exceptional smoothness
• Greater absorption power
• Faster drying performance
• Reduced fibre shedding
Quality reveals itself over time,  in softness that remains, structure that holds, and comfort that improves with washing.

Choosing Towels That Last
When selecting luxury towels, consider:
• Fibre length and origin
• Whether the towel is zero-twist
• GSM weight
• Construction and edging
• Drying performance

The right towel should feel plush yet breathable, absorb efficiently without heaviness, and maintain its softness long after purchase. True luxury bath linen does not rely on temporary softness. It is built on material integrity and craftsmanship,  designed to perform beautifully, day after day.