The World’s Softest Towels

Feb 2, 2026

「EP.109」

IMABARI TOWEL
Ehime Prefecture

「transcript」

For over 130 years, Imabari Towel has been woven in Ehime Prefecture, in a coastal city known as Japan’s towel capital.

Imabari’s roots stretch back to the Edo period, when the region was already famous for cotton textiles. In 1894, local weaver Abe Heisuke recognized its potential and brought towel techniques home, marking the beginning of Imabari Towel. Today, more than half of all towels made in Japan come from Imabari.

Situated between the Seto Inland Sea and the Ishizuchi mountain range, the city is rich in soft groundwater. This low-mineral water preserves the cotton’s natural softness and allows for clear, long-lasting colors.

To protect this quality, Imabari established strict standards. The most famous is the 5-Second Rule: if a towel doesn’t begin sinking within five seconds when placed on water, it fails. Only products that pass all twelve tests earn the Imabari Towel brand mark.

Behind each towel is precise craftsmanship, managing yarn tension, loom pressure, dye balance, and weave structure, refined over generations.

Today, Imabari towels are used worldwide, from design exhibitions to luxury hotels and spas.

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