It's common for terry towels to feel coarser after washing over time, particularly in areas with hard water. Our towels are made from 100% organic cotton, which is highly absorbent by nature. This is what makes them effective at drying, but it also means the fibres readily absorb detergent, softener, and mineral deposits from the water, leading to a stiffer feel.
We recommend giving your terry towels a few brisk, sharp shakes by the corners after washing to separate the loops before drying. During the wash and spin cycle, the loops can get flattened and stuck together, which is part of what makes towels feel stiff once dry. Shaking the towel out loosens and separates the loops so air can circulate around them while drying, helping them dry fuller and softer.
To restore softness, wash the item(s) alone with no detergent, using 1 cup of white vinegar on a hot cycle, followed by a standard wash with a reduced amount of gentle detergent. Repeat if necessary. To prevent recurrence, use less detergent going forward, and avoid fabric softener entirely. If the issue recurs quickly, hard water is the likely cause, and a water softener or regular vinegar rinse will help maintain the fabric's texture.