Iori

Imabari Towel Specialty Store

By Sherilyn Siy    - 2 min read

Imabari is a city in the northern region of Ehime Prefecture on Shikoku Island. It is home to the largest cotton-towel producing industry in Japan and the undisputed leader of towel production for more than 120 years, thanks to its year round mild climate and abundance of soft water (water low in minerals), crucial for textile production.

Imabari towels are the highest quality towels that represent the best of Japan. Imabari towels are synonymous with superior softness, absorbency and durability. However, not all towels produced in Imabari City are Imabari Towel Brand Certified. Only towels that carry the distinct red, white and blue tag of authenticity have been certified by the Shikoku Towel Association as having passed stringent 12-point tests in absorption, durability, and color-sustainability. The most well known of these tests is the '5-Second Absorbency Rule.' Towels before first-time wash and after being washed 3 times should sink completely within 5 seconds after being placed in water to pass this test.

Towels are something we use many times a day, every single day. From the time we wake up and wash our face to the last soak in the ofuro before bed, we dry ourselves with towels many times in between. Throughout this pandemic, we wash and dry our hands numerous times throughout the day.

Iori, one of the most trusted Imabari Towel specialty stores, understands the role towels play in our everyday lives. A fine quality towel can instantly elevate and enrich our lifestyle. Stop by an Iori shop and your hands will be treated to some of the softest, fluffiest and most luxurious towels they have ever touched. Iori carries a wide range of towels and towel products that make perfect gifts and souvenirs for friends and family.

Getting there

The Tokyu Plaza Shibuya branch of Iori is located on the third floor. Tokyu Plaza Shibuya is about a two minute walk from the West Exit of Shibuya Station of the JR Line.

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Sherilyn Siy

Sherilyn Siy @sherilyn.siy

For Sherilyn Siy, Asia is home. Born in Hong Kong, Sherilyn spent time in the Philippines, China, and now lives in Japan. She speaks English, Filipino, Chinese (or putonghua), and Hokkien, her family's local dialect. Running is one of her favorite ways to explore Japan. She proudly finished the 2015 Tokyo Marathon -- her first ever full marathon -- in 4 hours and 37 minutes. She was absolutely psyched when she got selected again to run the new Tokyo Marathon route in 2018. She hopes to complete other races in Japan. 

Join the discussion

Elizabeth S 3 months ago
All my towels, too, are from Imabari. I often give visitors hankies with the distinctive tag. You can’t go wrong with towels as gifts.
Sherilyn Siy Author 3 months ago
Once you've used an Imabari towel, it's hard to go back to cheaper ones. Definitely great gifts!
Bonson Lam 3 months ago
Wow lots to learn here. I didn’t know about the five second rule.
Sherilyn Siy Author 3 months ago
It's pretty impressive isn't it? For me, the red, white, and blue tag is a shorthand for the highest quality towels you could possibly get. I spoil my baby with these.