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The Japan’s region where imabari towels are produced is blessed with soft water with very little content of heavy metals, such as the subsoil water of Soja River that runs from the Takanawa Mountain Rangeand underground water coming from the sacred Mt. Ishizuchi. Through bleaching using water of such fine quality, it is possible to produce fabrics that are delicate and soft to the touch and showing vibrant colors. This has helped improve the dyeing technique of the imabari towel production area, making this area Japan’s largest towel production area. In addition to this, the Shikoku Towel Industrial Association has devised its own standards to certify products worthy of using the trademark and logo.

The well-known product of Ehime,Japan is the Imabari towel, which is admired for its high quality. It started being produced in 1894 when a newly modified cotton-weaving machine was introduced by a man named Heisuke AbeLater, Imabari went through a period of struggles, unable to compete with the inexpensive towels that flooded Japan from overseas. However, Imabari towel makers stubbornly continued to focus on improving the quality of their product, and eventually succeeded in creating an upscale name brand. They survived a sharp decline in the 1990s, and in the following decade, Imabari’s market share greatly increased, reaching 50% of Japan’s towel production in 2010. Now a days, Imabari towels have a luxurious image overseas as well as in Japan. All towels must pass a strict quality tests before being sold as Imabari towels. Criteria include how well they soak up water, and their softness (They come recommended for baby skin!). Imabari towels’ colors do not fade after numerous washes, unlike some other brands. The great durability means you can make an Imabari towel into a longtime companion for your bath or face/hand wash.

One of the biggest features of the imabari towel is its excellent water absorbency.Do you usually wash a new towel before use? As for imabari towel, you don’t need to do like that.In addition to that, the towel is very soft, and you don’t need to wash it with fabric softeners.A secret of this absorbency is from their strict quality standards in which a towel must completely sink in water within 5 seconds. A tag of the imabari towel is put on only products after they pass this test.