while an Ansos towel needs only 264

You consume “virtual” water through your cotton purchases

It takes 2,640 gallons of water to produce your conventional 2 pound cotton bath towel. When you buy cotton towels you therefore “use” water from wherever the cotton was grown and produced.

This is known as "virtual" water - when you use water around the world as a result of your consumption. But let's be clear, virtual water is indeed real:

“The water consumed to grow India’s cotton exports in 2013 would be enough to supply 85% of the country’s 1.24 billion people with 100 litres (26 gallons) of water every day for a year. Meanwhile, more than 100 million people in India do not have access to safe water”.

- The Guardian, 20 March 2015

Where does the water go in cotton production?

In the agricultural stage, there are three main water uses:

  • Evaporation of rainwater collected for cotton growth.
  • Withdrawal of water for irrigation (ground or surface water).
  • Water pollution caused by runoff from pesticides, fertilizers, and other chemicals.

In the industrial stage, two primary water uses are observed:

  • Extraction of ground or surface water.
  • Pollution of water from industrial processes.

Cotton production is the cause of heavy pollution

  • Cotton is the most heavily chemically treated crop globally.
  • Cotton farming leads to soil degradation, erosion, and deforestation.
  • Child labor and slavery are prevalent in the cotton industry.
  • Cotton production emits 220 million tons of CO2 yearly.

The Solution: Lyocell

Towels made of lyocell offer superior softness, excellent water absorption, and hypoallergenic properties. Plus, they champion eco-friendliness by using 90% less water than conventional cotton towels to produce them - experience luxury with a conscience.

Learn more