As part of our ongoing series celebrating the creativity and passion of inspiring young brands, we are thrilled to introduce Freya, the woman behind Tawul. This blog series dives into the stories, values, and rituals of those who have ventured into the world of handmade and thoughtfully crafted goods, showcasing the dedication and artistry that drive their work.

Can you tell us about your creative journey and how you found inspiration for your brand?

My creative journey probably started when I was at University, where I began making art pieces out of recycled bottle tops and giving them as presents. At one point, I was commissioned to create a piece, and that's how @freya_h_studio was born. The bottle topping opened some interesting avenues, including a solo London show, a massive four-panelled street art mural in the heart of Shoreditch, a collaboration with an artist in Havana, and even an interview for a program on Sky Arts. Creating recycled art was definitely one of the first stepping stones to launching a sustainable business, which has been a part of my vision for a while.

Tawul itself was born when I was working as an Interior Designer and couldn’t find any sustainable or organic towels from a UK company created by an artist. I wanted to create a product that suited anyone, regardless of their age or gender. Towels appealed to me because they can be used privately as part of a daily routine or communally with others, often in an outdoor setting. I wanted my pieces to help reimagine and cherish those moments. Our slogan is ‘savouring the small moments,’ and I believe everyday items, like towels, can give us little boosts to our energy and mood.

Our inaugural collection is a set of bath sheets made with 100% GOTS and Oeko-tex cotton, named our ‘Insect Collection.’ These towels are inspired by endangered species in the UK and designed in a vintage matchbox style. They are 600gsm thick and feel incredibly luxurious. More recently, I curated a monthly vintage edit series designed to complement the towels and elevate our home moments. Next month, we are launching a collection of outdoor towelling cushions using our deadstock towel fabric in collaboration with the talented ELDORADO The Studio, and I couldn’t be more excited about this release.

How do you ensure that your products reflect your values of sustainability?

From start to finish at Tawul, we strive to make each part of our process as sustainable as possible. We source premium GOTS (Global Organic Textile Standard) and Oeko-tex cotton from our Portuguese supplier, who obtains it from North India, to make our yarn-dyed towels. GOTS certification ensures that the cotton is made organically, which helps combat climate change through carbon sequestration, reduces water usage by up to 90%, and supports farmers by allowing them to grow food crops alongside cotton, providing stability and access to food markets. Organic farming boosts biodiversity as it bans toxic pesticides and artificial fertilisers. Additionally, GOTS encompasses social values, ensuring safe working conditions for everyone involved in the supply chain. It is the most rigorous certification for cotton worldwide.

The Oeko-tex certification covers the dyeing process and ensures that our products are free from banned azo colorants, PFAS, cadmium, and lead. Our swing tags are made from recycled card, and the towels come in fully compostable PLA (Polylactic Acid) poly bags, a bioplastic derived from corn starch that is home compostable. Our mailer bags are made from 95% recycled LDPE (low-density polyethylene), which is easier to recycle than other flexible plastics. While these sustainable choices come at an extra cost, we view it as a smaller price to pay for the environment and the future.

What are some rituals or practices you have adopted to stay grounded and focused amidst the challenges of running a small business?

I have certain rituals that I try to stick to in order to stay grounded and focused. Creating a routine is crucial when working for yourself, as the variety of tasks can become overwhelming without a methodical approach. I start my day with ‘deep work hours,’ turning off all notifications and distractions to tackle challenging tasks. I reserve the afternoon for designing, as I often experience a lull with tasks that require analytical thinking. Designing and drawing help me refocus when I return to my desk, providing a good balance.

Speaking with other founders also helps me stay grounded. I enjoy meeting new people and seeing how they infuse their unique perspectives into their work, which I find enriching.

Building a brand requires wearing many hats. How do you balance the demands with other aspects of your life?

Balancing the demands of running a brand with other aspects of life can be challenging. I find it harder to switch off nowadays, as Tawul is always on my mind. However, this constant thinking can be incredible, as ideas often come unexpectedly. My weekends and bank holidays now feel different, but I enjoy working in the studio when it’s quieter, as it feels like bonus time without the pressure to be highly productive - I recommend this approach.

I am more aware of my routine and sleep now that I have my own brand, as the responsibility to make things happen falls solely on me. Ensuring I get enough sleep and maintain my well-being is crucial.

What advice would you give to aspiring creatives and entrepreneurs?

My advice to aspiring creatives and entrepreneurs is to give your idea a try, test out a product before launching, and seek honest feedback. Feedback is invaluable, and I wish I had sought more before starting. Remember, no one will approach things the same way you will, and your unique perspective is your greatest strength. Be prepared for some isolation if you don’t have a co-founder, but take advantage of networking and member groups to meet people and have meaningful conversations. The more connections you make, the better.

When you shop Tawul, you’re not just finding luxurious, sustainable towels - you’re discovering a brand that’s all about creativity, quality, and respect for the environment. Each product is designed with care to make your everyday moments a little more special, combining artistry with practicality. By choosing Tawul, you’re supporting a brand that’s committed to sustainability and mindful living. You can find their collection online and connect with Freya on Instagram.

Photos of Freya by Kiera Black at Bam Bam Madame