What if your towel could do double duty—two wholly different looks, one hardworking piece? Everlayer’s new reversible luxury towels flip the script on bathroom basics: woven (not printed) on both sides in Portugal, they promise “two looks, one towel” style plus slow-fashion durability and real performance. Founder Sanjay Agarwal is ready to talk about the design thinking, the craftsmanship behind the weave, and the real-world testing that proves whether these small-batch towels can replace closets full of mismatched sets. We chatted with founder Sanjay Agarwal just in time for the November launch. —Noa Nichol
What inspired the idea of a truly reversible towel — not printed, but woven — and what problem were you trying to solve for consumers?
The idea started with a simple observation: most towels are designed for function or for style — rarely both. We wanted to challenge that assumption. As a design-driven brand, we asked, “Why can’t one towel satisfy two aesthetics and two use-cases?” The reversible towel was born from that question. It’s about reducing visual monotony in small spaces, extending the life and flexibility of what you own, and bringing a bit of delight to an everyday object. It’s functional design meeting quiet luxury — a piece that works as hard as it looks good.
Technically speaking, how do you achieve two distinct woven faces in a single towel? What manufacturing challenges did you have to overcome in Portugal?
The structural weaving is done in 3 layers i.e the ground warp , the weft and the pile ; each using a different yarn . The challenge was in achieving the perfect balance of plushness, weight and drying performance. We spent months in calibration of the technical specs to create this engineering marvel in textile form.
How do your reversible towels perform on the basics — absorbency, drying time, linting and wash resilience — compared with a typical single-face towel?
In our internal tests , the Janus Reverso performed on par or better than other high end towels. The structure remains stable , the colours stayed true and lining was minimal after test wash cycles.
You describe this as a solution for small-space and minimalist living. How do you see reversible towels changing people’s approach to home textiles and wardrobe-style rotation?
Everlayer is rethinking towels and re-imagining it as a Fashion Item. When one piece can offer multiple looks , it changes how you consume. The aesthetics of your bathroom becomes as important as the functionality of the product. For urban apartments, guest bathrooms , or anyone embracing less – but better living it’s a way to elevating style with comfort.
Everlayer emphasizes slow fashion and small-batch production. Can you walk us through the sustainability and ethical benefits of your supply chain and factory partnerships?
The Everlayer towels are currently produced with a heritage family run Mill in Portugal, that prioritizes water efficiency , renewable energy and ethical labour. We actually have a video of the making of our towels on the product page of our website , shot on location and during the production of the Janus Reverso Towels. Everlayer products are OEKOTEX , Standard 100 certified , and are free from harmful substances and thus safe for the people and the environment.
What testing protocols or real-world trials did you run to validate the “two looks, one towel” promise, and what surprising results did you see?
Our products go through standard lab tests at the manufacturer’s labs, but the real insights come from long- term home testing and response from early samples sent to stylists and home decor enthusiasts. The biggest surprise was how many people started displaying the towels differently – folded to highlight a side that matched their mood or decor. What we initially saw as a technical innovation became a creative tool for personal expression. That response told us we were onto something deeper than just a functional upgrade.
How should customers care for these towels to ensure both faces hold up long term? Any laundering or drying dos and don’ts?
We have detailed care instructions for our towels on our website. Most people wash towel more often than necessary. We recommend washing on average once a week , in cold water on a gentle cycle. Our cotton gets softer with every wash, as hence we recommend to avoid using bleach or fabric softeners. Tumble dry low and remove promptly. Make sure your piece is clean and dry before storing.
Price and value are key for shoppers — how do you position these towels in the market, and what ROI should buyers expect compared with buying two conventional towels?
We position our reversible towels as investment pieces – priced competitively against other premium European-made towels, but offering the aesthetic versatility of two towels in one. The ultra soft hand feel comes from the selection of the finest long staple combed cotton yarn . They’re designed to last , so over time, the cost per use is actually lower than many mass-market alternatives that lose softness after a few washes.
You’re on Skimlinks and launching in November — what retail and distribution strategy will help these towels reach design-minded but practical consumers?
Our approach is omnichannel but selective. Everlayer sells through its direct-to-consumer website to ensure easy accessibility . We are available with a few select retailers in Canada. We welcome new enquiries from best in class retailers and home textile purveyors in Canada and United States. We partner with Skimlinks to reach out to lifestyle editors for authentic storytelling. The focus isn’t mass reach ; it’s meaningful placement among audiences who appreciate design that performs.
Looking ahead, do you plan to expand the reversible concept across other home categories (robes, bath mats, bedding), or collaborate with designers to create limited editions?
We will , but only if means enhancing the aesthetics or functionality of the product. We are also open to designer collaborations that reinterpret the dual-face idea .
