© Kushel
Meet Kushel’s new sustainable beach towels. The brand is setting new standards in sustainability and comfort — the perfect companion for your next day at the beach.
By Lisa Ehrhardt
Summer calls, and with it comes the craving for sun, sand, and refreshing days by the pool. A reliable beach towel is an essential companion for those moments, one you can count on no matter the situation. But while we’re soaking up the warm rays and cool water, we also want to be sure our comfort isn’t coming at the planet’s expense. Sustainability matters more than ever, which is why we put real weight on choosing products made responsibly, from sustainable materials — so we can relax with a clear conscience and enjoy summer’s best moments to the fullest.
Kushel
Kushel is an innovative brand out of Hamburg, setting new standards in the textile industry with its unwavering commitment to sustainability and resource conservation. Since launching in 2018, its three founders — Jim and John Tichatschek, along with Mattias Weser — have pursued a single vision: products that give back more to the environment than they take. As the world’s first climate- and resource-conscious textile brand, Kushel proves that sustainability and comfort can genuinely go hand in hand. Every Kushel product is made from a distinctive blend of organic cotton and wood fiber, spanning soft towels, cozy blankets, cushions, and trousers.
Kushel’s sustainable beach towels
A highlight of the collection is its collaboration with the nonprofit Viva con Agua, which works to expand access to clean drinking water, sanitation, and hygiene. Together, the two designed a limited-edition beach towel, its wave pattern in blue and white a tribute to water itself. The towel is both a symbol of that closeness to nature and a practical win — its material blend saves 90 percent of the water used in conventional cotton production.
In its newest collection, Kushel unveils what it calls the world’s first climate- and resource-conscious beach towel, woven from 30 percent TENCEL™ Modal and 70 percent organic cotton. These materials make the towels exceptionally soft, absorbent, and quick-drying. The new 2023 collection, inspired by the joy of summer, comes in cheerful candy colors, with prints like “Cabana Candy” and “Cabana Aqua” standing out through bold stripes in fresh color combinations — blue and navy, orange and pink.
Function and design, in balance
Kushel’s beach towels are as thoughtfully engineered as they are good-looking. They feature a soft velour top with a deeply woven pattern and a sturdy underside of double-twisted loops. There’s plenty of room for lazing away a day at the beach, and the towel doubles comfortably as a warming poncho post-surf. A sturdy loop and color-matched trim round it out as the perfect companion for any beach bag.
The towels’ wood fibers come from sustainably managed forests, harvested through an environmentally friendly, low-emission process. The organic cotton woven in alongside it is grown naturally, without chemical fertilizers or pesticides, and hand-picked.
Sustainability in action
Kushel’s commitment goes beyond making sustainable products — the brand is actively invested in environmental protection. For every product sold, Kushel plants two trees in partnership with experienced organizations in Tanzania, Mexico, and Germany. Those trees don’t just capture CO2 and produce oxygen; they help stabilize soil and create habitat. Kushel also offsets its production emissions by supporting a wind farm project in Turkey and helps replenish groundwater through reforestation projects in Germany.
Kushel is proof that sustainable consumption and environmental protection can move together. With its innovative, eco-conscious products, the brand shows that comfort and sustainability were never really at odds.
