The Wimbledon Championships are the third event of the Grand Slam tennis events held annually. The iconic purple and green towels, the tournament souvenir, boast British Heritage, but surprisingly they are manufactured thousands of miles away in the Indian state of Gujarat.
The legacy behind these towels
A cotton textile company, Christy, invented the first industrially produced l towel in 1850. The mill was set up in Droylsden, Lancashire. They famously crafted their first towel for the Queen of England, becoming associated with British style through the decades. The company grew popular for weaving the softest bath towels.
Christy collaborated with the tennis championship at Wimbledon, becoming the official supplier for towels in 1987. The towels were designed every year for the tournament.
Shift to India
In July 2006, Welspun Living, the Indian home textile company, acquired Christy. The brand’s design stayed in the Manchester studio, but production gradually shifted from Hyde to Gujarat. The relocation was complete by 2010 and the towels were made in the Vapi facility in Gujarat.
"Christy brings nearly 175 years of British heritage, while Welspun brings the innovation, scale and manufacturing excellence that transform those designs into the iconic towels seen on Centre Court. Bringing production to India has enabled us to create a more agile and integrated manufacturing process while preserving everything that makes the Championship towel so distinctive. By combining Christy's design heritage with Welspun's manufacturing expertise and Indian craftsmanship, we've improved production efficiencies and created the flexibility to meet the evolving needs of The Championship, all without compromising on quality, " reflects Vanshika Goenka, the CEO of Christy.
Inside the factory
Each year’s towel design is finalised eighteen months before the tournament. Officials and designers coordinate closely to review each detail. Wimbledon signature towels are used by men. The women’s towels get a fresh seasonal palette every year. Towels are produced using the tie-dye technique, which makes the weaving secure and pulling a thread does not unravel the pattern. It also gives a rich texture and reversible pattern to the day. Each towel takes nearly a week in production. The towels are made using patented HygroCotton spinning technology, which improves softness, absorbency and moisture management.
"The towels are woven using a yarn-dyed jacquard technique, where coloured yarns are woven directly into the fabric rather than printed onto the surface. It's an intricate process that brings together heritage craftsmanship with technical precision," shares Goenka.
The fan obsession
For years, players were expected to return their towels after matches but that rule has barely survived reality. Only 15% of the official towels come back as Christy estimates. Approximately 2,500 towels disappear from the ground every year.
Back in 2016, Novak Djokovic revealed that he carries an extra suitcase to Wimbledon to carry back towels, to fulfil requests from people back home. He joked about pretending to sweat more to get extra ones. Roger Federer collected them as gifts for his family and friends. When Iga Swiatek’s towel collecting habit went viral, she responded, "So I guess I should steal even more."
Sally Bolton, chief executive of All England Club, said she is delighted the towel is such a sought-after item, highlighting the shop sales. The towels are sold to fans for £40.
"It is equally a keepsake that players and fans treasure long after The Championships have concluded. It's wonderful to see legendary players like Roger Federer, Novak Djokovic and Iga Swiatek speak about taking the towels home for themselves, their families and support teams”, shared Goenka.
Pioneering Sustainability
The towels produced for The Championship bear the Oeko-Tex MADE IN GREEN certification, assuring consumers that the manufacturing has been done in adherence to the ecological and social standards. Christy, is also a member of thBetter Cotton Initiative, which promotes fairer and more sustainable cotton production. Christy has opted for FSC- certified card packing material, eliminating all unnecessary plastic packaging.
Wimbledon Foundation pledged a generous donation of £1.2 million over three years to WaterAid. This impacts communities in Madagascar, Ethiopia, Malawi, and Myanmar, providing them access to clean water, proper sanitation, and improved hygiene practices. Meanwhile, Welspun eliminated the consumption of freshwater in its Anjar plant through implementation of a sewage treatment plant.
This year, alongside the classic towels, Christy has designed a strawberry red towel, highlighting Wimbledon’s ritual of strawberries and cream on the hill. Christy also released a Champions Mini Collection for children who are fans of the tournament. The Heirloom Collection gives a second life to previous seasons’ towels by upcycling them into tote bags, robes and pouches.
The towel souvenirs are a part of a celebrated sports event, also a symbol of excellence of the Indian textile industry. On Centre Court, draped over a champion’s body the towel is proof of Indian prominence.
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