7 Reasons Why - The Mindful Market Company

7 Reasons Why


Have you heard the buzz? Why are these new towels so popular? In recent years, the fouta, or flat-weave towel, has become a beloved home and lifestyle essential. But why are so many people leaving terry cloth behind? Let's talk about it.

1. 100% Cotton

Our artisans source high quality local Ethiopian cotton which absorbs much like any other towel. After carefully choosing the cotton they hand spin, wash, dye, weave, and finish each piece to perfection. As the fibers loosen with each wash, the material becomes softer and more absorbent.

2. Lightweight yet durable

Ethiopia has a long and beautiful weaving tradition. They have perfected the art of simplicity, durability, and luxury. Their bath towels are both incredibly absorbent and fast drying, which makes them a lovely choice to line dry and extremely quick to machine dry (without the leftover fuzz). Let's all pause to say thanks for that lower electricity bill!

3. Healthy Alternative

Hand loomed using an interlocking warp and weft technique, the towel's flat-weave traps fewer allergens than a classic knotted style. While hang drying, it also remains damp for significantly less time, keeping it bacteria free for longer than your average towel.

4. Machine Wash + Dry

Due to its durable weave and 100% cotton material, the towel can be machine washed and dried. Pull it from the dryer and fold, no need to iron!

5. Compact

Though a generous size of 30" x 62", our towel is the perfect addition to your packing list. We could never travel with a towel before, but its compact rolling size means that it joins us on all our adventures!

6. Versatile

Shawl, sarong, tablecloth, small throw, our towel's multiple uses are seemingly endless. Tuck it away for your next picnic, wear it as a sarong, or wrap up and cozy next to a fire. We promise it will become your new go-to.

7. Artisan Made

Our favorite aspect of each one of our textiles is the process through which they come to being. Handcrafted with skillful hands and careful attention, each piece has unique qualities in natural texture, softness, and color.


We'll admit, once upon a time we couldn't put down our terry cloth towel either, but years of time-tested use and artisanal tradition cannot be mistaken.

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