Most yarns are twisted tightly to hold fibers together. That twist adds strength, but it can also make the towel feel firmer.

Zero-twist technology takes a different approach. The cotton fibers remain more open, fluffy, and soft, creating a towel surface that feels gentler against the skin.

Less twist means more softness. More open fiber structure means better absorbency. That is why zero-twist towels are known for their plush, cloud-like feel.