As the weather warms up, towelling is taking over, with brands both new and established embracing the fabric across their ranges. The super comfortable material provides the perfect feel for children’s clothing due to its super soft, stretchy and absorbent texture.

Tots in Towelling is a new childrenswear brand dedicated to towelling pieces founded by Maia Buttleman, a busy mum to three children under 5. The brand was born from a desire to create childrenswear that is both stylish and practical after Maia struggled to find pieces that looked good whilst being comfortable enough to keep up with everyday adventures. Towelling, she felt, covered all bases whilst still looking smart, put-together and fashionable.

The collection comprises mix-and-match terry-towelling essentials including joggers, shorts, T-shirts, sweatshirts and dresses. Each piece is crafted from premium towelling fabric and sustainably produced in Portugal, designed for comfort, practicality and everyday wear.

It is not just Maia embracing towelling this summer. Across most High Street retailers the fabric is appearing in both baby and kidswear. Historically used for beachwear, towelling can now be found in everyday clothing and even smarter pieces.

Higher-end designers are also highlighting the trend, with outfits from the likes of Ralph Lauren and Zimmerman Kids online this summer.

The presence of towelling across designer and High Street kidswear marks the importance of comfort and practically for children. Reflecting trends in men’s and womenswear, children’s fashion is aligning with the modern demand for elevated comfort dressing and we are here for it.