IORI 伊織

IORI Imabari Towels 今治毛巾

IORI is a premium Japanese towel brand from Imabari (今治), dedicated to showcasing the exceptional quality and craftsmanship of authentic Imabari Towels. Combining traditional Japanese weaving techniques with contemporary design, IORI creates towels that offer exceptional absorbency, luxurious softness, and lasting comfort for everyday living.

Imabari Towels are among Japan's most prestigious towels, crafted in the country's leading towel-producing region with a heritage spanning more than 130 years. Renowned for their exceptional absorbency, remarkable softness, and outstanding craftsmanship, Imabari Towels have become a symbol of premium quality in Japan and around the world.

Located in northern Ehime Prefecture on Japan's Shikoku Island (四國), Imabari has long been the heart of Japan's towel industry. The region benefits from a mild climate and an abundant supply of soft, pure water—ideal for processing high-quality cotton. Combined with generations of skilled craftsmanship, these natural advantages have helped establish Imabari's world-renowned reputation for producing exceptional towels.

The Five-Second Rule: A Hallmark of Quality

Every authentic Imabari Towel must meet strict quality standards, including the renowned Five-Second Rule. During this test, a towel is gently placed on the surface of water and must begin to sink within five seconds, demonstrating its exceptional absorbency.

This unique quality standard reflects Imabari's uncompromising commitment to excellence. Only towels that meet these rigorous certification standards are authorised to carry the prestigious Imabari Towel brand.

IORI's products are now available at Objective Lifestyle, both in-store and online. Visit us today to discover the comfort and quality that have made Imabari Towels a symbol of Japanese excellence.