What Is GSM in Towels? How to Choose a Towel That Actually Lasts

Shopping for towels should be easy. But walk down any aisle and you'll see "luxury," "hotel quality" and "ultra plush" on almost everything, at prices ranging from a few dollars to more than you'd spend on dinner.

The one number that actually tells you something is GSM. Once you know what it means, and what it doesn't tell you, you can spot a towel that will stay plush, absorbent and clean for years instead of thinning out after a few months.

What does GSM mean on towels?

GSM stands for grams per square metre. It measures how much fabric is packed into each square metre of the towel. A higher GSM means a denser, heavier towel. A lower GSM means a thinner, lighter one.

Think of it like the thickness of a lawn. More blades of grass per square metre makes a thicker, softer lawn. More fibre per square metre makes a thicker, more absorbent towel.

What GSM is best for bath towels?

There's no single "best." It depends on how you like your towels to feel and how much drying time you want to deal with.

GSM range	How it feels	Drying time	Best for
300–400	Thin and light	Fast	Gym, beach, travel
400–600	Soft, medium thickness	Moderate	Everyday hand towels and bath towels
600–900	Thick, heavy and plush	Slower	A spa-like bath towel or bath sheet

For most households, 500–700 GSM is the sweet spot: plush enough to feel great, absorbent enough to dry you off fast, and light enough to dry between uses without turning musty.

Higher isn't always better. A very heavy towel can take a long time to dry, which matters in a humid bathroom or a home without a dryer.

GSM isn't the whole story

GSM tells you how much fibre is in a towel, not how good that fibre is. Two 700 GSM towels can feel and last completely differently. These are the other things worth checking.

The fibre

Longer cotton fibres (called long-staple) make smoother, stronger yarns that shed less lint and hold up better wash after wash. That's why you'll see names like Egyptian, Pima and Turkish cotton on premium towels. Short fibres can feel soft in the store but tend to pill, shed and thin out faster.

• Egyptian and Pima cotton: very soft and highly absorbent, with a plush, heavier feel.
• Turkish cotton: a little less absorbent but quicker to dry, and it gets softer with every wash.
• Cotton blends: often added for faster drying or a lower price. Check what's in the blend and how much.

The loops and the twist

The little loops on a towel's surface (called terry loops) do the absorbing. Longer, denser loops soak up more water. How tightly the yarn is twisted matters too. Tightly twisted yarn is durable but can feel rough. Zero-twist or low-twist yarn leaves the fibres loose and open, so the towel feels softer, fluffier and drinks up water faster.

The construction

Look at the edges. Double-stitched hems and a tightly woven border keep a towel from fraying or unravelling, which is often the first thing to go on a cheap towel.

What's not in it

Look for an OEKO-TEX Standard 100 label. It means the finished towel has been independently tested for harmful substances, which matters for something you press against your skin every day.

Picking the right size

Sizes vary by brand, but these are the typical ranges you'll see in Canada.

Towel	Typical size	Use it for
Wash cloth	About 13 × 13 in	Face washing and the shower
Hand towel	About 16 × 30 in	Beside the sink
Bath towel	About 27 × 52 to 30 × 56 in	Everyday drying after a shower
Bath sheet	About 35 × 60 to 40 × 70 in	Full wrap-around coverage

A bath sheet is simply a bigger bath towel. If you like to wrap up completely, or you're on the taller side, look for an oversized bath towel or a bath sheet.

Quick towel buying checklist

• A GSM that suits you: around 400–600 for quicker drying, 600+ for extra plush.
• 100% cotton or a clearly listed fibre content.
• Soft, dense loops that spring back when you press them.
• Double-stitched hems and a solid border.
• OEKO-TEX Standard 100 certification.
• Clear care instructions, with no fabric softener needed to keep them soft.

How we built our Plush Towels

When we designed our towels, we started from that same checklist. We wanted them to be plush, absorbent and clean, without the department-store markup.

• Weight: 700 GSM, at the plush end of the sweet spot. That's heavier and softer than what you'll typically find at a big-box store.
• Fibre: 100% cotton, a natural fibre that's gentle on all skin types.
• Construction: zero-twist yarn for softness that gets better with every wash.
• Size: oversized bath towels, because a bath towel should actually wrap around you.
• Safety: OEKO-TEX Standard 100 certified, made without harmful chemicals or synthetics.
• Colours: White, Fog, Slate and our new Olive.

Choose from the Plush Towel Set, Hand Towel Set and Wash Cloth Set. We're a proudly Canadian, family-run company, and we stand behind every towel we sell.

Shop the Bath Collection →

Towel GSM FAQs

Is higher GSM better for towels?

Not always. Higher GSM means a thicker, more absorbent towel, but it also takes longer to dry. For most people, 500–700 GSM is the best balance.

What GSM do hotels use?

Many hotels use bath towels in the 500–700 GSM range, with luxury hotels sometimes going higher. Hotel towels also tend to use quality long-fibre cotton, which is a big part of why they feel so plush.

What GSM is a good hand towel?

Around 400–600 GSM works well for hand towels, since they get used often and need to dry quickly between uses.

Why do my towels feel thinner over time?

Short-fibre cotton sheds and wears down with washing, and high dryer heat breaks fibres faster. Buildup from fabric softener can also make towels feel flat. See our guide on why towels stop being absorbent for how to bring them back.

Is a bath sheet better than a bath towel?

A bath sheet is just larger, so it's better if you want full coverage. A bath towel is easier to wash, dry and store.

Softly yours,
Ben & Mark