Wimbledon's iconic Christy towels have become so sought after that players have been known to take thousands of them from the tournament each year. The practice, which has seen notable participants like Iga Swiatek and Novak Djokovic admit to taking more than their share, is seen by Christy's CEO, Vanshika Goenka, as a sign of the towels' enduring appeal.
A Coveted Souvenir
Last year, Polish tennis player Iga Swiatek drew attention when she took six towels after a single match, later explaining that the Wimbledon towels are of the "best quality" and that she uses them daily. The official Wimbledon Instagram account even posted a video of Swiatek playfully miming "shhhh" as she packed three towels into her bag.
Swiatek is not alone in her appreciation for the towels. Novak Djokovic has previously stated that he plans to take extra towels, using the excuse of warm weather to have more delivered during matches, intending to give them as gifts to people back in his home country. Roger Federer has also admitted to taking "a few" towels, amassing a large collection at home that serves as "a good gift."
The History of the Wimbledon Towel
Christy, a brand established in Manchester in 1850, was the first to mass-produce terry cloth. In 1851, the company displayed its products at London's Great Exhibition, where Queen Victoria was so impressed that she ordered "six dozens." By 1988, Christy had produced the first official Wimbledon towel. While the design has evolved since the initial plain, dark-green rectangle with thin white stripes, the provider has remained consistent.
Each year, Christy supplies approximately 50,000 towels to Wimbledon. Of these, 30,000 are the traditional purple and green design, and 20,000 are a seasonal style. Last year, 43,000 were sold in the Wimbledon gift shop for £40 each, with the remaining 7,000 allocated to players. However, by the end of the tournament's first Thursday in 2025, only 828 of the 2,799 player-allocated towels had been returned, indicating that players had taken a total of 1,971 towels.
Towel Quality and Player Preference
According to Goenka, the ideal towel for tennis players needs a "bit of texture" to effectively absorb perspiration. Christy learned this lesson in 2024 when they slightly softened their products, a change that players noticed. By 2025, at Wimbledon's request, the towels returned to their standard state, still soft but with a "little bit of scruff."
The sale of towels is also influenced by external factors. "The weather, and the number of people who come," are key determinants, Goenka stated. A rainy 2024 tournament led to slower towel sales, while the sunny conditions of 2025 resulted in a strong year. Goenka anticipates a potential ten to 15 percent increase in sales for the current year, dependent on favorable weather.
Design and Global Reach
Christy works approximately 18 months ahead on towel designs, with the current year's seasonal towel being a "strawberry" red with pink stripes, selected from various options pitched to Wimbledon. The brand has already finalized designs for the 2027 seasonal towels.
While Wimbledon towels are a significant product, Christy's attempt to supply special towels to the Manchester City football team in 2015 did not achieve the same success. Goenka attributes this to the visibility of towel use during tennis matches and the players' evident affection for the product.
The towels are sold year-round online and are gaining traction in markets such as the Middle East and America. However, the Wimbledon shop remains the primary sales location, offering not only the £40 towels but also other Wimbledon-themed merchandise.