If you have ever wondered why one towel feels denser and more indulgent than another, the answer is usually GSM — grams per square metre. It measures how much cotton is packed into the towel, and it is the single best guide to how a towel will feel, absorb and dry.
What GSM Actually Means
A higher GSM means more cotton per square metre — so the towel feels thicker, plusher and more absorbent. A lower GSM feels lighter and dries faster on the rail. Neither is “better”; they simply suit different needs.
550 GSM: Everyday Softness
Our 550 GSM cotton towels strike a beautiful balance. They are soft and absorbent, yet light enough to dry quickly between uses — ideal for daily bathrooms, guest towels and busy households. If you want that fresh, hotel-like feel without extra bulk, 550 GSM is a lovely place to start.
700 GSM: Spa-Like Luxury
Our 700 GSM cotton towels are all about indulgence. Denser and more plush, they wrap you in softness and soak up moisture beautifully. They take a little longer to dry, but reward you with a genuinely spa-like experience — perfect for the main bathroom or as a gift that feels special.
How to Choose
- Choose 550 GSM if you value quick drying, everyday practicality and a lighter feel.
- Choose 700 GSM if you love a thick, plush, luxurious towel and don’t mind a longer drying time.
- Mix both — 700 GSM for a weekend treat, 550 GSM for daily rotation.
Whichever weight you pick, every Willow & Fern towel is woven from 100% premium cotton with reinforced hems and non-toxic dyes — so it stays soft, colourful and dependable, wash after wash.