TAS Towels
2018 – PARTNER, CO-CREATIVE DIRECTOR
We founded TAS to bring traditional artisanal Turkish cotton towels to a younger, global consumer by modernizing the designs and providing an online market.
With TAS, we helped traditional craftspeople modernize some of their work in order to reach a broader, younger and international user base. We built a small collection with a delicate choice in colors and patterns, to allow for users to mix and match as they please.
The collection mostly consisted of neutral colors and subtle patterns, inspired by Nordic and Japanese minimalism to last a lifetime. As the nature of the Pestemal towels themselves, we wanted TAS to be a household name and brand, and outlive any passing trends with it’s timeless simplicity and apparent quality.
We built the look and feel of the brand on a theme of ‘leisurely adventures’ inspired by classic Mediterranean textures and scenes. TAS spoke to easy Sunday evening walks, rooftop picnics, the timelessness of coastal towns, sun kissed skin and salty hair. As functional as these towels are (for being a lightweight, quick-drying fabric), our goal was to highlight their beauty. TAS represents the essense of the simple yet sacred objects of poetry making each moment of a leisurely escape count.
