# Luxurious Textured Soft Towels Matouk’s Sonia Towels are Made in Portugal with OEKO-TEX Fabrics By Kalin Ned | Published 2022-07-23 | Art & Design Source: Trend Hunter, https://www.trendhunter.com/trends/textured-soft-towel References: [matouk](https://www.matouk.com/products/sonia-towels?color=White)  An elegant leaf pattern appears in this textured soft towel by [Matouk—a](https://www.trendhunter.com/trends/luxurious-bed-comforter) brand that boasts it offers "the most beautiful and beloved collection of bed and bath linens in the world." Made in Portugal and following a direct-to-consumer model, the textured soft towel reimagines Schumacher's [Sonia](https://www.trendhunter.com/trends/luxurious-home-basics) design. This is why the product is named the Sonia Towel. Matouk makes this offering out of 100% cotton and the fabric is [OEKO-TEX](https://www.trendhunter.com/trends/rebecca-udall) Standard 100 certified which means the product is safe for consumers and the environment. The textured soft towel is available in a few sizes and in five colors, including Cloud Blue, Ivory, Lilac, Pale Jade, and White. Consumers also get the option to add a monogram for a more personalized experience. Image Credit: Matouk ## Trend Insights (Trend Hunter) - Score: 3.4/10 - Popularity: 34% | Activity: 56% | Freshness: 12% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Art & Design](https://www.trendhunter.com/artdesign) > [Home](https://www.trendhunter.com/home) ## Key Themes ### Why This Trend Is Growing - **Direct-to-consumer Bed and Bath Linens:** A trend that brands should take advantage of by providing personalized and luxurious offerings to consumers, without the added costs of middlemen. - **Sustainable and Safe Textile Production:** A growing trend to address environmental and consumer safety concerns, creating opportunities for brands to innovate eco-friendly and certified materials. - **Personalized and Customized Towels:** A trend towards offering personalized and unique features to consumers, providing opportunities for brands to differentiate themselves and enhance customer experience. ### Industries Being Reshaped - **Home Goods:** Brands in the home goods industry can take advantage of the direct-to-consumer trend by offering personalized and luxurious offerings to consumers. - **Textile Production:** Textile production industries can innovate towards sustainable and certified materials, meeting growing environmental and consumer safety demands. - **Hospitality and Tourism:** Brands in the hospitality and tourism industry can enhance their customer experience with personalized and customized towels, differentiating themselves from competitors. ## Related on Trend Hunter - [Quick-Drying Luxury Towels](https://www.trendhunter.com/trends/rebecca-udall.md) - [Softly Sustainable Home Linens](https://www.trendhunter.com/trends/luxe-towels.md) - [High-Quality Cotton Towels](https://www.trendhunter.com/trends/cotton-towels.md) - [Organic Cotton Towels](https://www.trendhunter.com/trends/plush-turkish-cotton.md) - [Refined Terry Bath Towels](https://www.trendhunter.com/trends/terry-bath-towel.md) - [Eco Hospitality Towels](https://www.trendhunter.com/trends/turkish-towels.md) - [Elegant Organic Bath Towels](https://www.trendhunter.com/trends/baina.md) - [Egyptian Cotton Bathrobes](https://www.trendhunter.com/trends/silk-snows-terry-robe.md) - [Quick-Absorbing Textural Bath Towels](https://www.trendhunter.com/trends/bath-towel-reloaded.md)