With a concept of "A Richer Life, Starting with Towels," Iori is a specialty towel shop with stores nationwide. They have now collaborated with Landscape Products, a purveyor of lifestyles, to release "plain plaid," a waffle-weave towel made of 80% linen and 20% cotton.

This towel is characterized by its light weight, high absorbency, and excellent breathability, making it quick to dry. It has a crisp feel initially, but softens and becomes more supple with each use. The use of low-stretch linen made manufacturing extremely challenging, but the brand's passion and the artisans' skills resonated perfectly, culminating in a creation that took over a year to complete.