ABOUTSHINTO TOWEL

Superior absorbency, luxurious softness and the feeling of fresh,
new ‘clean’ – thanks to the atozarashi process.

A characteristic of the Senshu towel is atozarashi – a post-weave refining process. Towels are traditionally woven with starched fibres, as this increases durability, but the starch can repel water and thus affects absorbency. By washing and bleaching after weaving, the starch, oils, and other impurities in the fibre can be removed, allowing better absorbency while preserving its fluffy texture.

To achieve sustainable society
What we are doing to make our manufacturing environmentally low-impact.

By using organic cotton yarns for our material, SHINTO TOWEL is willing to contribute to resolving issues related to the natural environment as well as suppliers' health and human rights.

Also, during our refining/dyeing process "Atozarashi" we need to use water and can't avoid discharging wastewater. So, at our partnered Atozarashi plant, wastewater is circulated over a long period of time in their purifying facility using bacteria to satisfy one of the most strict wastewater standards in the world and then discharged into the river nearby. By doing so we are preserving the local landscape and ecosystem, and willing to make our manufacturing have less impact on the environment.

Our quest for the answer to “What really is a good towel?”

The first intention of our brand SHINTO TOWEL is to pursue the answer to our fundamental question “What really is a good towel?”. There are several aspects to think about such as absorbency, handiness, texture, pricing, and so on. A good towel for someone might not be the same for some others, and it depends on each user. So we always want to stay close to the users, and to do so we think that the feedback and opinions from our partners and customers will be very important guides for us. I think that my mission is to keep thinking over what we can do with those guides for something new and better. There is actually no clear and fixed answer or goal to our question, but we believe that our sincere attitude towards this question and the process of our continuing quest will have certain value.