GSM stated, thread count ignored
Towels and sheets that get softer.
Long-staple cotton and washed European flax, listed by grams per square metre. Thread count is a marketing number; weight and staple length are what you actually feel.

How to choose a weight
A number that stopped meaning anything
- 500 gsm
- Light, fast-drying towels. Right for gyms, small flats and hot climates.
- 650 gsm
- The everyday bathroom weight. Absorbent without taking a day to dry.
- 800 gsm
- Heavy and slow. Luxurious if your bathroom has air moving through it.

Why thread count misleads
A number that stopped meaning anything
Thread counts above about 400 are usually reached by twisting multiple thin threads together and counting each one. A 300-count sheet in long-staple cotton outlasts a 1000-count sheet in short.
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A number that stopped meaning anything
Linen listed by weight, not thread count.
How to choose a weight
Thread counts above about 400 are usually reached by twisting multiple thin threads together and counting each one. A 300-count sheet in long-staple c
“Thread counts above about 400 are usually reached by twisting multiple thin threads together and counting each one. A 300-count sheet in long-staple cotton outlasts a 1000-count sheet in short.”
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