A classic quote from Douglas Adams’ hugely popular book 'The Hitchhiker’s Guide to the Galaxy'. This was published in 1979 and almost forty years on it retains a cult following. So much so that on the 25th May there is an annual celebration where fans around the world carry a towel as a tribute to the late author who died on the 11th May 2001.

A tribute that I think Barcelona-based Bubel would enjoy.

Bubel state they have evolved the conventional towel by creating a nanofiber product that is four times more absorbent than a traditional towel, and it dries in minutes.

Apparently this is an environmentally friendly towel - "we do not use PVC or solvents in the manufacture of our products". Bubel add "our towels and the packaging they come in are made from recyclable materials."

The rub I have with this is that Bubel doesn't actually give any information on the packaging material nor what the towels are made from. Whilst their website and press pack are beautiful, they are also superficial. Sketchy statements like "white, thin rough cloth with incredible technical properties' and "this revolutionary fabric" are pure marketing spin and doesn't really cut it. Bubel, customers want to know what products are made from and you do have to substantiate your environmental statements! Saying it is green, doesn't necessarily make it so.

The towels come in two sizes: compact (95 x 54 cm / 37.4 x 21 in) and large (180 x 95 cm / 71 x 37.4 in) and one of these sizes weights 130 grams. But which one? Your guess is as good as mine.

It appears that the towels are:

• Light and easy to carry
• Compact
• Have an anti-bacterial finish

Bubel has done something positive. They have injected colour and fun into the towel market - there are 50 designs in the range. Now if they can provide us with some proper data instead of sloppy stories...