Skip Navigation


Jokipiin Pellava

The Finnish Secret

Perhaps you thought a towel is just a towel, and that other than looks there just aren’t many variations from one to another. In the case of typical American towels that may be true, but today we’re putting the spotlight on towels from Finland, where they take bathing and skincare pretty seriously.
Jokipiin Pellava
The Finnish Secret

Perhaps you thought a towel is just a towel, and that other than looks there just aren’t many variations from one to another. In the case of typical American towels that may be true, but today we’re putting the spotlight on towels from Finland, where they take bathing and skincare pretty seriously.

In fact, we’re told that the Finns — already known for their love of saunas — have a variety of methods for bringing out that coveted “healthy glow” post-cleansing. For example, there’s beating oneself with a birch bough (ow) or jumping into a fresh pile of snow (brr). And then there’s friction toweling, which is where the Jokipiin Pellava towels come into our story.

These 70% linen, 30% organic cotton “friction” towels are a specialty of Jokipiin Pellava, a 90-year-old textile business run by the Laurila family. They are designed to dry you off quickly (linen is much more absorbent than cotton), while sloughing off dead skin cells and increasing circulation. Linen is a natural, hypoallergenic and static- dust-free choice, plus it’s dirt-resistant and easy to launder. Jules discovered the Jokipiin Pellava towels in a Boston boutique owned by Michelle Willey, who’s an expert on Finnish lifestyle products (Michelle’s French bulldog BiBi is the welcoming mascot of her store). You’ll notice that these towels come in at a much higher price point than regular ones, but they’ll last much longer with proper care… plus your skin will glow.