Over one hundred years of knowledge and technical experience, combined with innovation and creativity.

We wish to preserve the traditional production of Senshu towels, and we want to create the best.
To do that, we must utilize fully our historical knowledge and technical expertise, and be
unafraid of new ideas in technology and design. We are always reviewing materials, function,
and design in the pursuit of better products.


Superior absorbency, luxurious softness and the feeling of fresh, new ‘clean’ – results of the Atozarashi refining 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.


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.