Imabari or Senshu? Japan's Two Big Towel Regions Compared for Private Label

Short answer: Imabari (Ehime) and Senshu (Osaka) are Japan’s two main towel regions. Imabari towels are usually woven from yarn that is dyed and treated first (“pre-bleaching”), which suits colours and woven patterns. Senshu towels are traditionally woven first and washed afterwards (“post-bleaching”, atozarashi), which gives a soft, absorbent white towel. Both regions take orders for other brands.

Two regions, two ways of making a towel

Imabari

Imabari, in Ehime Prefecture, produces more than half of the towels made in Japan, according to a Japanese government publication. Its mills commonly bleach and dye the yarn before weaving, which makes it possible to weave colours and patterns into the towel. The Imabari Towel brand also has its own quality certification, including the well-known five-second absorbency test. See private label towels from Imabari.

Senshu

Senshu, the southern part of Osaka Prefecture around Izumisano, has made towels since the late nineteenth century. Its characteristic method is post-bleaching (atozarashi): the towel is woven first and then washed to remove the size, oils and impurities used in weaving. According to the regional description published by the Ministry of Economy, Trade and Industry, this gives Senshu towels high absorbency and a soft texture.

How they compare for your brand

	Imabari	Senshu
Typical method	Yarn treated and dyed before weaving	Woven first, washed afterwards (atozarashi)
Strong at	Colours, woven-in patterns and logos	Soft, absorbent white towels, everyday and hotel use
Brand name	“Imabari Towel” is a certified brand with its own rules	Regional name used by the local industry
Logo options	Embroidery, print, jacquard weaving	Embroidery, print; jacquard depends on the mill

These are general tendencies, not rules. Many mills in both regions use more than one method, and the right choice depends on the towel you want.

Questions to ask either region’s makers

• Which weaving and finishing method do they use for the towel you have in mind?
• What weight (grams per square metre) and yarn are their standard qualities?
• Can your logo be embroidered, printed or woven in, and what does each need in setup and minimum?
• Can the towel or the packaging carry the regional brand name, and on what conditions?

Getting quotes

I can ask makers in both regions in Japanese and bring back their own figures side by side. Send a brief with the towel you want, the quantity and the destination. See also the towels page and custom tenugui.