During my house move, I discovered a fun game to make the clearout process quicker: guessing the age of very old items. I stumbled upon a lamp from an ex, an open tube of tomato puree from 2019 hiding in the back of the fridge, and a “white” towel purchased by my mother around 1986. Kristoffer Juhl, co-founder of Danish homeware brand Tekla, can relate to this experience. He explains that in the past, people would simply buy the towels their mothers recommended or gave them, and this continued well into adulthood. Whether it was the White Company or John Lewis, these towels stuck with you from university, through your first houseshare, and even during your last breakup. Juhl realized that there was nowhere that specialized in nice towels that would complement your home. This realization led to the founding of Tekla in 2017, with a mission to offer very nice, everyday home essentials to style-conscious Danes. Their product range expanded to include bed sheets, flannels, pajamas, and blankets in subtle, muted tones. Tekla is now one of Copenhagen’s most recognizable brands, with 25 different color options available, including a popular NHS blue shade. You can spot girls cycling in striped Tekla pajama shorts during the summer months and men enjoying a beer in their square-necked navy Tekla pajamas, even outdoors. If you visit the Copenhagen harbourfront at Islands Brygge, you’ll find Tekla towels lining the wooden jetty. It’s entirely possible that these same individuals will go home to sleep in Tekla sheets. The overall effect of Tekla’s products is a combination of a dapper uniform and a harmless cult following. The brand is expanding beyond Copenhagen and has plans to open a shop in London. When I visited their large, new store on Vognmagergade, a bustling street in Copenhagen with curated graffiti and design shops, the towels caught my attention. These towels, neatly folded as if they were cashmere sweaters, are thick but not heavy. They come in buttery creams, yellows, deep greens, and stripes. Juhl explains that they incorporated luxury techniques into their designs, such as retailers like Hermès keeping their scarves in drawers. It’s no wonder that Tekla’s products have made their way into the bathrooms of celebrities like Alexa Chung and Harry Styles. Juhl realized during the pandemic that bathrooms often get overlooked when it comes to home decor. As other rooms in our homes transformed into offices and classrooms, the bathroom remained a private space with a lock on the door. It became the only room where we still had control over what we put in it. This shift gave rise to the concept of the “spathroom,” a space between a bathroom and a hammam. It explains why L’Oréal acquired Aesop for over $2 billion, why Celine sells $94 soap bars, and why Raf Simons collaborated with Kvadrat on towels. It also sheds light on why several scenes in Roman’s Succession took place in a stunning glass bathroom. In short, the bathroom has become a room worth showcasing on Instagram. In the past, bathrooms were often small, especially in Scandinavian countries, consisting of just a shower and toilet. The idea of a spacious bathroom was considered a luxury, despite the fact that it’s where we start and end our days. So, why is this trend happening? Fashion loves a gateway drug, an affordable luxury item that allows consumers to feel like they can own a piece of luxury even if they can’t afford expensive clothes. Towels have now become that gateway drug. Luxury brands like Dolce & Gabbana and Hermès offer their own version of floral and hand towels, and Chanel even gifts towels to their best customers. Renowned menswear stylist Robert Rabensteiner recently collaborated with Pangaia on a collection of “organic cotton bathrobes.” While Rabensteiner used to be seen wearing coats from Loro Piana and sweaters from Bruno Cucinelli, he now embraces “spa wear” as his fashion choice. Inspired by luxurious places like Il Pellicano and Palm Springs, these towels are fashionable enough to wear as clothing to a dinner. Paboy Bojang, founder of In Casa by Paboy, creates ruffled towels in contrasting colors that he considers an extension of our wardrobes. Anna Fahey, from Baina, explains that it’s not just about following trends, but about elevating everyday objects with a season-less approach. Juhl describes his towels as both practical and aesthetic. Customers even come into the store with photos of their bathrooms and paint samples so they can match colors. And of course, the towels are great for drying off too. To get the full version of this newsletter and to stay updated with this week’s trending topics in The Measure, as well as find solutions to your wardrobe dilemmas, subscribe to Fashion Statement and receive it in your inbox every Thursday.
Denial of responsibility! VigourTimes is an automatic aggregator of Global media. In each content, the hyperlink to the primary source is specified. All trademarks belong to their rightful owners, and all materials to their authors. For any complaint, please reach us at – [email protected]. We will take necessary action within 24 hours.
