WestPoint Home is launching a new high-tech, performance-oriented towel that features multiple attributes, modern manufacturing and a unique construction.
The new Izawa Japan Technology “3D Towel” grew out of the manufacturer’s partnership with Izawa Towel Co., a leading Japanese towel maker. It was created in cooperation with Toray, the Japanese multinational corporation headquartered in Tokyo, which specializes in industrial products centered on technologies in organic synthetic chemistry, polymer chemistry and biochemistry.
The cotton-rich towel is blended with a proprietary mix of synthetics to yield a lighter-weight towel with the performance of a much heavier traditional towel. The upgraded towel features all three key performance dimensions – hence, the name 3D – which the original Izawa Japan Technology collection previously offered in three separate towels: high absorbency, low linting and quick drying.
The velvety pile is designed to stand up wash after wash, and the towel maintains its loft despite using cotton wraps around a filament core. The core is made of various synthetics, including plant-based fibres.
Testing indicates a one-third reduction in drying time, a 50 percent reduction in normal lint production and 100 percent higher water absorbency than traditional cotton towels.
“Our unique global partnership is yielding incredible innovation,” said Regan Iglesia, WestPoint Home’s CMO. “We are looking at new combinations of materials that we have not seen before.”
The Izawa Japan Technology 3D Towel is available in open stock, and mixed sets and pairs of bath towels. Colours include white, natural, ash gray, sea salt green, Atlantic blue and gris (gray). Open-stock MSRP ranges from $10 to $30. The new collection will be available at fine retailers, online merchants, and the WestPoint Home website.
