Our story
From passion to ritual.
We are on a mission to elevate sauna and wellness into a true daily ritual, with premium towels and bathrobes that blend timeless design with unmatched comfort.
Where it started
One obsession: the perfect sauna towel.
Towell was born in 2018 when Rob Keijzer, sauna enthusiast and event organiser, could not find products that matched the quality the sauna deserved. So he started making them himself. What began as a family project grew into a brand for sauna lovers across the Netherlands, Belgium and Germany.
The man behind the brand
Meet Rob Keijzer.
Rob is the founder of the Aufguss World Freestyle Cup, one of the most spectacular sauna competitions in the world. Top sauna masters compete in multi-day routines of heat, music and movement. Towell outfits the masters who compete in it, and every product is made with one question in mind: would we bring this to the sauna ourselves?
Explore the Aufguss WCF →
How we make it
Made to perform, made to last.
We prioritise honesty, durability and quality. Every towel and bathrobe is made from 100% cotton, in Oeko-Tex certified fabrics, with partners in Turkey who care about people. Our towels are trusted by sauna masters for control and durability during infusion rituals.
What we stand for
2018
Founded by sauna lovers in the Netherlands
100%
Cotton, made in Turkey
Oeko-Tex
Certified fabrics, safe for your skin
4,6
Rated Uitstekend by our customers on Trustpilot