The waffle revolution is at hand. Grab a towel and pull up a chair.
Comrades, why haven’t you joined the waffle revolution?
That’s the message I get scrolling through my Instagram feed lately. I made the mistake of searching for new towels after our decades-old classics got ratty and thin. Lo, the whole science of drying off appears to have changed since last I looked. By all indications, lush and plush are out, replaced by the magical, high-absorbency wonders of lattice-like w-a-f-f-l-e.
Don’t Google it. Trust me. You’ll be inundated with ads if you do. But here’s the deal: Waffle towels, named for their distinctive grid-like pattern that resembles a waffle, apparently offer some key advantages due to their unique design and material. The waffle structure promotes air circulation through the fabric, which makes them work better than traditional terry cloth, and also reduces the likelihood of mildew and odors. Waffled cotton tends to be lighter and take up less space than plush towels, which makes it ideal for small bathrooms like mine, as well as for stashing in a gym bag or suitcase. They can withstand many washes without losing their absorbency or becoming threadbare, and waffle looks cool, too.
A quick rundown of what I discovered going down the waffle rabbit hole.
MOST SOCIAL
Waffles for days. Onsen’s towels are extremely popular online.
The Onsen Waffle Bath Towel, with its honeycomb weave, is Instagram’s towel of choice, at least judging from the number of times I see its ads pop up. Based on a Japanese designed used in the traditional baths, known as onsens, the towels are thinner and smoother than terry yet somehow absorb water faster. Users say they’re strong and durable, though all waffle towels require a bit more care since they’re easier to tear on a pokey towel hook in the bathroom. Overall, these textured towels from Huckberry, at $156 for a bundle, get the best online reviews.
MOST ELEGANT
One of Oprah’s Favorite Things, Cozy Earth waffle towels are soft and deliciously absorbent.
Cozy Earth’s ulta-absorbent line landed on Oprah’s Favorite Things list a few years back, and continues to wow the naked with the moisture-drinking qualities of its mix of 40% Premium Viscose Bamboo fabric and 60% Cotton. A complete waffle set costs $272, a top price, yes, but also a supple, long-lasting product, according to scores of reviewers.
MOST MILLENNIAL
A tower of waffle towel delight from Brooklinen.
Brooklinen is the official waffle of the 28 to 43 year-old set, and the coveted brand brings fashionable texture to its “Move-In Bundle” of bath and hand towels. They’re made from 100% long-staple Turkish cotton, and pre-washed for softness and perfectly Millennial mushiness. Some reviewers complain that the fabric can snag or tear easily but that doesn’t stop people from making it $262 bundle of choice to swaddle in after a night of Lumineers and elderflower G&Ts.
MOST COVETED
Loomed in Japan, Imabari’s waffle towels are so distinctive and soft, you’ll need to join a waitlist … [+]
Loomed in Japan with a larger-than-usual weave, the lightweight, mega-absorbent Imabari waffle towels from The Citizenry are so soft and thirsty, in part because the family-run mill has spent a century perfecting the art of towel goodness. They’re 100 percent cotton and 110 percent waff-tastic. The set of six multi-sized towels sells for $229 — that is, if you can get off the waiting list.