As a towel specialty store, "Iori" is pursuing the possibilities of towels, from discerning everyday items to lifestyle goods that lead to a richer life. A long time ago, Imabari, located in the northern part of Shikoku Ehime prefecture called Iyo no Kuni, has a tradition of more than 100 years that has developed with a warm climate and good water resources. It is the largest towel producing area in Japan to inherit. Please enjoy the products unique to "Iori" that have created a wealth of knowledge as a towel specialty store and ideas that lead to a rich and new life together with the production areas that inherit the tradition.