Loftex USA is strengthening its commitment to sustainability with the launch of an updated range of eco-friendly towel sets, blending innovative performance features with luxurious designs. The New Generation Collection incorporates sustainable fibers, fresh textures, and bold, trend-driven patterns.

A key feature of the collection is Revisco, an upcycled fiber made from recycled garments. This material enhances softness and luxury while reinforcing Loftex’s dedication to reducing textile waste and promoting environmental responsibility. “By integrating recycled fibers, Loftex offers consumers an eco-conscious choice that doesn’t sacrifice comfort or performance,” said Gretchen Dale, Senior VP.

The collection also includes recycled polyester fibers infused with Ciclo technology, which helps polyester break down more efficiently in landfills, reducing long-term environmental impact.

“This is a major step toward tackling microfiber pollution and textile waste,” Dale explained. “With these sustainable materials, we ensure consumers can enjoy premium towels while making a responsible choice for the planet.”

Beyond sustainability, New Generation redefines towel performance with an innovative design that moves away from traditional looped surfaces. Instead of external loops, the collection features internal loops that efficiently draw moisture away from the skin, keeping the towel lightweight and quick-drying.

“When you use these towels, the inner loops absorb moisture, leaving you dry without the towel feeling heavy,” Dale added. “Once hung up, the fabric releases moisture quickly, ensuring a fresh, fast-drying experience after each use.”