DESIGNED FOR CONSIDERED HOMES

We started this brand because most towels didn’t make sense.

They either looked good and wore out quickly, or lasted but had no place in a thoughtfully designed home. So we made something better.

Fridah Philosophy

Why towels

Towels are used every day.

They’re touched more than almost anything else in the home.

And yet, they’re often treated as disposable.

We believed they could be different — quietly beautiful, well made, and built to last.

Made in Portugal

Our towels are produced in Portugal, a region known for some of the world’s best towelling.

We work with experienced makers who understand: weight, balance, durability and restraint.

They’re made in small runs, using long-staple cotton chosen for softness and strength.

Nothing rushed. Nothing excessive.

Built or real life

These towels are made to be used daily. They dry well. They hold their shape. They stay soft after repeated washing.

We don’t believe good design should be fragile.

From the heart of Fridah

I’m Kate, the owner and driver of Fridah’s vision. I am a wife and mother of two young children who loves design, travel and slow living (when I can!). Fridah is more than just towels to me, it is the manifestation of my dream to bring quality, beauty and warmth to homes and families in Australia.

Consider this my invitation to you to slow down, savour, and enjoy the everyday.

- Kate x (Owner)