It all starts with the raw material: Ramón Álvarez, better known as ‘Dosi,’ grows the cotton on his farm in the Mesilla Valley in New Mexico. He was introduced to organic farming by Sally Fox (a pioneer in organic cotton breeding) in 1992 and changed his whole farm to organic practices ever since. He grows Supima cotton and Ultimate Pima cotton. Both are "Extra-Long Staple cotton species. Their fibers are longer than fibers from usual cotton. (To be recognized as ELS cotton, fibers need to be at least 34.9mm long, while the average cotton fibers are somewhere between 20-30mm). With increasing fiber length, the softness and strength of the yarn increase, as fewer end bits from the fibers stick out in the yarn. 

For this towel, Ultimate Pima cotton is used, which has the longest and strongest fibers (around 38.7mm). The growing period is one month longer than for Supima cotton, and it has a lower yield per area than the Supima species. The yarns made out of this cotton are very durable, less prone to pilling, and noticeably softer.

The yarn is made by TAISHOBOSEKI Ltd. Co. in Osaka. Also here, no shortcuts were taken: Instead of the conventional "scouring bleaching" method that uses a large amount of chemicals, Taishoboseki uses the TZ acidic enzyme method, which is better for the environment and the skin. The TZ acid enzyme method does not use chlorine or caustic soda (sodium hydroxide), which are strong alkalis and acutely toxic substances. Therefore, the fibers are not damaged and are smoother. The yarn is not twisted to take advantage of the beautiful texture of the cotton.

From this yarn, Maruyama weaves the towel. Maruyama is one of many towel makers from the Imabari region. Imabari’s great environment has helped to nurture one of Japan’s best towel production areas. The water of the Soja River in this region is very soft and has very few impurities. This water is gentle on the yarn and material of the towel and brings out the natural softness of the cotton used. In order to keep the Imabari towel industry alive through the rise of cheaper mass-produced items, the Imabari Shikoku Towel Industrial Association was founded. Imabari towel has its own quality inspection method. For instance, there is the “five-second rule.” This checks whether a towel sinks after it is placed on water within five seconds. This is a unique inspection used to guarantee “water absorbance” that is characteristic of an Imabari towel. Only towels that pass such standards can be branded as an Imabari towel. (You’ll see the little flag with the blue stripes and the white dot in the red square. This tag is given to towel manufacturers that fulfill all quality standards from the Imabari Shikoku Towel Industrial Association.)

Maruyama uses a weave for this towel that is very airy and with loops that are longer than on a standard towel. This makes it even softer to touch. The terry pile continues to both ends of the towel, so no matter which part of the towel you put your skin on, you’ll be greeted with absolute softness.

Maruyama was not humble in naming this towel; they call it “The World's Best Towel.” And it is legitimate. However, I don’t like the big tag. I’d suggest carefully removing it after you receive your towel.

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