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It is Well is a lifestyle brand that aims to bring a fresh touch to mindful routines,

self-love and healthy habits. 


Each collection is inspired by our everyday routines — be it the daily morning stretch, that mid-day coffee run, the slow evening jog; the routines that we choose to show up and be present for, even when it’s hard.  

We want to convey that personal choice: the choice to say "It is Well" even in the midst of difficult seasons.

The Everyday Towels

From your daily fitness routines, to your weekend break at the beach, our Everyday Towels are designed with made with you in mind. 

Moisture-activated grip 
Move freely and easy with a textured grip surface, optimised for a slip-free wet grip


Highly absorbent microfibre top side that dries fast to keep you fresh


A velvety soft and durable piece that is perfect for sand, grass, or just simply on your mat 

A hassle-free solution to make way for your daily hustle 

Designed by artists 
We work with artists from around the world to create distinctive, personal prints to bring a fresh touch to fitness

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