Be it weddings or baby showers, the Foo Towel makes the perfect gift. With the Foo Towel staying fluffy and soft multiple washes, it is perfect to give for couples starting a new life, or even bringing new life into the world. Due to how soft the towel is, it is safe to use even on babies. And what's more due to being an all-in project, if you wish to receive it sooner, we can accommodate for this request! Just add into the comment section at the payment screen and we will get it to you as soon as possible! So if you're wondering what gift to give, chose the Foo Towel and give the gift of softness and warmth!

Japan is well known for being home to high quality, exceptionally made goods. These goods are made by master craftsmen that have honed their craft over many decades.

However that may be lost to the next few generations. Lack of successors due to a shrinking population, lack of interest in these products as people look for cheaper but lower quality goods, and so on sounds a death knell for the processes and the masters of these processes.
But we want to be a beacon for high quality Japanese made products. We wish to take the old values and processes and breathe new life into them, and allow for the following generations to have the chance to experience these high quality goods.

In our quest to keep Japanese quality goods alive we came upon a factory that creates some of the best fabrics in the world and have developed our first product, the Foo Towel.

A towel is something you use every day, something you use after you take a bath or after washing your face. It's something you use to dry your hands or wash your body.
But many people don't think about them and use them even long after they become hard and rough. Rough hard towels aren’t great to for your skin and even worse when used on babies.
With these things in mind, we spent a vast amount of time looking into how to create a towel with top-level softness, absorbency, durability and drying speed, resulting in the creation of a towel that features the ultimate in comfort.

With hot springs or onsen being abundant here in Japan, many Japanese people pay careful attention to the towels they use.
Why bother relaxing and treating your skin to a refreshing spa if afterwards the towel you use is rough and bad for your skin?
Therefore Japanese artisans learnt how to create amazing towels to compliment spas and baths.



There are many reasons to pick the Foo Towel before others.


⬤ Specially designed to stay fluffy and not stiffen when washed
⬤ It is the culmination of centuries of hard work by Japanese masters to try and make the perfect towel
⬤ Uses only the highest quality top-tier rare organic cotton, which makes up only 0.001% of the cotton grown in Japan
⬤ Excellent water absorbency, sinking into water within five seconds, and quick drying
⬤ Used in a Five-Star Kyoto Hotel, Recipient of the Coveted Five Michelin Star

Fluffy unprocessed cotton used to make our ultimate soft Foo Towel Stays Fluffy Even After Washing

Ordinary towels can become rough and hard when washed, but not the Foo Towel. It is made using strong and soft thread wound from the finest organic cotton and processed using a special "soft twist" method that perfectly complements the material. (Only about 70 percent of the normal threads are twisted, resulting in more cotton-like softness and a fluffy texture even after washing.

Amazing Water Absorbency
Only towels that pass a strict quality inspection and possess sufficient water absorbency to sink into water within five seconds are sold as Foo Towels. Using the towel feels like absorbing moisture into the towel rather than merely wiping it off of the body. With its superior water absorbency and texture that captures all the fluffiness of cotton, it is safe and ideal to use even for babies.

Also Used in Kifune Ugenta, a five-star traditional Japanese hotel
In order to present guests with the best in "omotenashi" (traditional Japanese hospitality), the quality and reputation of this towel has earned it a place in Kifune Ugenta, a five-star hotel in Kyoto. The hotel has been awarded Michelin's highest rating of five stars for eight consecutive years.

The softness, water absorbency, durability and drying speed are all of the highest standard. This ultimate craft features the skill and commitment to quality of Japanese artisanship. With its uncompromising quality, the towel also meets strict towel quality standards. The process is important but there are also other factors that have a big role in the creation of our Foo Towel.

High-Quality Cotton

In order to achieve the ultimate softness and water absorbency, we use rare organic cotton, which doesn't even make up 0.001 percent of all total cotton production. Carefully picked by hand, this top-class cotton is made without the use of defoliants.

High-Quality Processing

A clean environment is also indispensable for the creation of the Foo Towel. That's why Foo Towels are bleached not with scouring bleaches, using large amounts of conventional chemicals, but rather with an "ozone bleaching" process, friendly to the environment and to your skin. In addition, ozone bleaching does not scratch the fibers, resulting in a softer finish. Taking this extra trouble is what allows us to get the most out of the cotton's original high water absorbency without negatively affecting the environment.

High-Quality Location

Imabari Castle and Bridge, two famous features of the area
As explained the environment is indispensable in the creation of the Foo Towel. Therefore location is also really important. Imabari, found in Ehime prefecture, features a host of conditions ideal for making the best towels, the first and foremost of which is its water. The water in Imabari is soft, with few impurities. Large amounts of water are required for towel making, and since this soft water is usable for the entire process, the result is a fabric that is softer than those made using normal water. Thanks to this the Foo Towel is made of some of the world’s softest fabric.

High-Quality Weaving

A Master Weaver hard at work creating the perfect Foo Towel For better softness and lightness and quicker drying, the Foo Towel is made with a single-thread weaving method instead of the method using two threads twisted together. Although the process requires additional time and a higher level of technique, Japanese artisans use it to carefully weave fibres one by one to strive for softness.


The returns for backing this product will be the Foo Bath Towel, the Foo Face Towel, and the Foo Hand Towel! Each different tier will give you different amounts of our unique towels, so you can order for yourself, for family or even for your business. We've also added a discount which increases the higher the tier you back! On top of this discount, all prices shown are the final prices!
No extra hidden postage and taxes, the return price you back, is the price you pay! We hope that you back this product as we wish for people all over the world to experience our super soft, masterfully weaved Foo Towel.

Masaaki Kuwabara Representative for Next Branders

About myself

Hi, I’m Masaaki Kuwabara, head of Next Branders. We are the company behind the Foo Towel. I’ve had an interest in fashion since I was a university student. It started when I was working part-time at a clothes store, and I realized that clothes are a great way of expressing oneself. While in high school, I started my self-expression with a unique hairstyle, (half long, half cropped) and then when I entered university, it escalated. I started dyeing my hair and wearing unique outfits, and from there my love of the fashion world grew.

How this project came about

The creation of this project started in 2017, when I first learnt of how the direct to customer business model was becoming more popular in fashion. In addition to this, I wanted to go back to the artistic/creative world at some point, so I felt that the timing was perfect. After all, the closest form of art is how we present oneself.

Foo Tokyo Japan

The concept behind the name and branding
At the end of a long day at work, you come home and there's that moment when you take a load off and relax on the sofa. That moment when you sink into the bathtub. That moment when you bury your face in a soft, fluffy towel. That moment when you put on comfortable pajamas. That moment when you take care of your body with beauty products. That moment when you snuggle into bed at the end of a long day. "Foo", you say as you release a long breath, as though you are expunging the bad things from within your body. It's not a sigh, but an expression of serenity. Foo is a brand which was created for those moments. By meticulously selecting materials and focusing on comfort, we have developed products which will make your moments of serenity even better. We feel if there were more exhalations of "foo", the world would be a more relaxed place.

For more information please visit the Next Branders Site