Typical Launches Stretch Towel

Typical has launched The Typical Stretch Towel™, its first home goods product, founded by Lyndon Cormack alongside Phoebe Glasfurd and Aren Fieldwalker. The Vancouver brand’s towel is woven from 98 percent cotton and 2 percent spandex. Its patent-pending construction combines terry towel absorbency with stretch. Typical says the product wraps easily, stays in place, dries efficiently, and retains its shape over time.

A New Take on Towels

The Typical Stretch Towel™ is the brand’s first product and launches this month. Typical positions the product as an everyday essential designed to move with the body.

“People use towels every single day, yet most of us have never thought twice about them. We were drawn to the idea that something so essential had remained unchanged. The moment we started prototyping stretch towels, the experience completely changed. It felt better, more comfortable, more human. That was the spark. We realized we could make something familiar feel genuinely new.”

Design Led Home Goods

Cormack is Co-Founder of Herschel Supply Company. Typical uses bold patterns, color, and a visual approach intended to make its products suitable for display in the home.

“Towels are one of the most tactile objects in the home, yet they have rarely been treated as expressive or emotional. We wanted to create something that feels considered both visually and physically. The stretch, the patterns, the color choices all work together to turn a utility into something you connect with.”

First Step for Typical

The launch begins Typical’s plan to create modern household essentials that balance comfort, utility, and design. Its tagline, Don’t Forget to Stretch™, reflects the brand’s focus on movement, curiosity, and play.