If you appreciate the exceptional softness and masterful craftsmanship of Japanese towels, you’re likely familiar with Kontex. The brand is renowned for balancing traditional weaving techniques with understated, modern design, creating textiles that turn daily routines into small moments of luxury.
For those who love Kontex's commitment to quality, high absorbency, and minimalist style, there’s a whole world of fantastic Japanese towel makers to explore. Here are 18 similar brands worth getting to know for a spa-like experience at home.
1. Imabari Towel
Imabari Towel isn't just a single brand but a collective representing the pinnacle of Japanese towel-making from the Imabari region. Famous for their incredibly high standards of quality, these towels must pass a "five-second rule" test, where a towel sinks in water within five seconds to prove its superior absorbency. They are known for their ultra-soft feel, durability, and classic, elegant designs.
Similar to Kontex, Imabari towels offer a truly authentic Japanese luxury experience. However, they are often slightly more accessible in price, with hand towels generally starting around $15. If you want a towel that embodies the heritage and quality of Japanese textile craft, Imabari is a must-try.
Shop now at imabari-towel.jp
2. Miyabi Towel
Miyabi Towel specializes in premium towels that focus on supreme softness and absorption, crafted using traditional Japanese weaving methods. Their collection features a clean, minimalist aesthetic across bath towels, hand towels, and face cloths, all made from high-quality cotton that feels incredible against the skin.
While sharing Kontex's dedication to artisanal quality, Miyabi offers a broader range of textures, from plush and dense to wonderfully lightweight. With prices generally in the $20 to $70 range, they are a fantastic and directly comparable alternative for adding elegant Japanese textiles to your bathroom.
Shop now at miyabitowel.com
3. Yamato Towel
Yamato Towel is a Japanese brand that perfectly blends tradition with innovation. They are celebrated for their eco-friendly approach, often using organic cotton and sustainable fibers in their textiles. Their towels are not only exceptionally soft and quick-drying but also feature cutting-edge fabric technologies that enhance performance.
Like Kontex, Yamato upholds the highest standards of plushness and absorbency, but their key differentiator is their commitment to eco-conscious production and innovation. With a price range of $25 to $80, they appeal to luxury shoppers who also prioritize sustainability.
Shop now at yamato-towel.co.jp
4. Toyo Towel
Toyo Towel delivers premium Japanese towels designed for both daily comfort and indulgent luxury. Their products are made from high-quality cotton and are known for their soft feel, elegant simplicity, and long-lasting durability. Many of their designs feature subtle, textured patterns that add a touch of visual interest without being loud.
Toyo Towel shares Kontex's focus on craftsmanship and a luxurious feel but they offer a wider variety of textures catering to different preferences, ranging from lightweight and gauzy to thick and plush. Their pricing, generally between $20 and $60, makes them an excellent and accessible choice.
Shop now at toyotowel.co.jp
5. Hiyori Towel
Hiyori Towel carves out a niche with its ultra-soft, lightweight towels that excel in breathability and quick-drying capabilities. Made from premium cotton, their towels have a beautiful, minimalist design sensibility focused on comfort for everyday use. Hiyori’s linens are perfect for humid climates or for those who simply prefer a towel that doesn't feel heavy.
Hiyori shares Kontex’s commitment to quiet luxury but leans more towards lightweight and travel-friendly options. With towels typically retailing between $15 and $50, they're an amazing pick for people who want high-end Japanese quality that's also practical and portable.
Shop now at hiyoritowel.jp
6. Ozu Towel
Ozu Towel is a traditional Japanese towel maker that merges classic weaving techniques with a clean, modern aesthetic. Praised for being exceptionally soft and absorbent, their towels are crafted from high-quality cotton and feature understated, simple designs that feel timeless and elegant.
Ozu Towel is quite similar to Kontex in its focus on artisanal craftsmanship, but their towels often have a slightly more rustic and textured finish. This gives them a unique hand-feel that's still incredibly luxurious. Ranging from $20 to $70, Ozu appeals to anyone who appreciates subtle, artisanal details.
Shop now at ozutowel.com
7. Hoshino Towel
For those who believe there’s no such thing as "too plush," Hoshino Towel is the answer. This Japanese brand is famous for its remarkably soft and thick towels made from premium Egyptian and Japanese cotton blends. Their products are valued for a truly decadent, spa-like feel, elegant simplicity, and incredible durability.
While sharing the core luxury ethos of Kontex, Hoshino places a greater emphasis on deep plushness and a velvety texture. This often comes at a slightly higher price point, typically $30 to $100, but is worth it for anyone looking to create a true sanctuary in their bathroom.
Shop now at hoshinotowel.jp
8. Fuwari Towel
Fuwari Towel specializes in ultra-lightweight yet surprisingly absorbent Japanese towels. Designed for exceptional comfort and quick drying, they are made from high-quality cotton with a soft, fluffy texture that is incredibly gentle on the skin. The name "Fuwari" fittingly translates to "fluffy" or "softly."
Compared to Kontex's often more substantial feel, Fuwari emphasizes portability and everyday practicality while still maintaining a luxurious standard. With prices in the $15 to $50 range, they are ideal for travel, the gym, or for anyone who prefers a lighter towel.
Shop now at fuwaritowel.jp
9. Sasaki Towel
Sasaki Towel is a boutique Japanese maker known for its artisanal touch and focus on natural, eco-friendly fibers. Their craftsmen produce towels that are incredibly soft, durable, and sustainable, frequently using organic cotton and adhering to thoughtful production practices.
Much like Kontex, Sasaki Towel combines traditional techniques with eco-consciousness but differentiates itself with more textured, uniquely handcrafted designs. Prices generally run from $25 to $80, offering a wonderful option for those who cherish artisanal imperfections and natural materials.
Shop now at sasaki-towel.jp
10. Amano Towel
Amano Towel is a high-end Japanese brand celebrated for its sophisticated, minimalist designs and premium-quality cotton. Amano’s towels are particularly noted for their plush feel, powerful absorbency, and subtle elegance that feels both modern and timeless.
Amano is perfectly aligned with Kontex in its aesthetic and quality but leans slightly more toward contemporary minimalism with incredibly refined details. Expect a price range of approximately $30-$90, making it a great choice for lovers of modern, sleek design.
Shop now at amanotowel.jp
11. Koyama Towel
Koyama Towel brings an artistic flair to the world of Japanese textiles. The brand focuses on natural dyeing techniques and traditional weaving methods to create towels with unique, beautiful patterns and rich textures. Sustainability and craftsmanship are at the core of their philosophy.
While maintaining the same high standards of softness and absorbency as Kontex, Koyama Towel stands out with its more expressive, artistic designs and use of eco-friendly dyes. Prices, generally falling between $25 and $70, are excellent for such distinctive, handcrafted pieces.
Shop now at koyamawoven.com
12. Nihon Towel
Nihon Towel is a luxury Japanese brand offering ultra-soft, high-quality towels crafted with meticulous traditional techniques. Their bath linens are highly curated, often featuring subtle textures and a very refined aesthetic that speaks to connoisseurs of fine textiles.
Much like Kontex, Nihon Towel is synonymous with Japanese craftsmanship and understated luxury. However, their collections often feel more specialized, making them a great discovery for true towel aficionados. Their pricing typically runs from $30-$100.
Shop now at nihontowel.jp
13. Saku Towel
Saku Towel is a boutique Japanese brand that produces handcrafted, artisanal towels from natural fibers like premium cotton and linen. They are known for their beautifully textured, highly breathable, and eco-friendly textiles that appeal to the luxury-conscious consumer who appreciates organic forms.
Saku Towel shares the artisanal ethos of Kontex but often features more rustic, textured finishes and natural dyes that celebrate the raw beauty of the materials. The price range of $25-$75 reflects their commitment to handcrafted quality.
Shop now at saku-towel.jp
14. Tsunoda Towel
Tsunoda Towel strikes a perfect balance between traditional Japanese quality and innovative textile technology. The brand creates towels that are plush, highly absorbent, and exceptionally quick-drying, often using a blend of natural cotton and other performance-driven, eco-friendly fibers.
Compared to Kontex, Tsunoda Towel places a stronger emphasis on enhanced performance and technical innovation, but never at the expense of softness or a luxurious feel. With price points generally between $20 and $80, it's a great brand for those who want classic comfort powered by modern science.
Shop now at tsunodatowel.jp
15. Hikari Towel
Hikari Towel is another excellent Japanese brand known for its ultra-soft, lightweight towels. It combines classic craftsmanship with modern textile technology to create towels that are highly breathable, quick to dry, and gentle on the skin. They are perfect for those who want luxury without the weight.
Similar to Kontex, Hikari offers towels that are both functional and indulgent. However, Hikari’s main focus is on creating travel-friendly, lightweight options that don’t take up much space. With prices typically ranging from $15 to $50, they are a practical and beautiful choice.
Shop now at hikaritowel.jp
16. Kuma Towel
Kuma Towel produces beautiful artisanal Japanese towels with a strong focus on using natural fibers and adhering to sustainable production methods. Their designs are often minimalistic but are distinguished by their richly handcrafted textures, which feel both rustic and highly refined.
Kuma is similar to Kontex in its deep respect for craftsmanship and eco-conscious materials but stands out with a more natural, earthy aesthetic that feels grounding and serene. The price range of $25-$70 makes them an excellent value for artisanal, thoughtfully made textiles.
Shop now at kumatowel.com
17. Yuki Towel
Yuki Towel is celebrated for its ultra-soft and plush towels, often made from high-quality cotton and supple linen blends. The brand deftly combines traditional Japanese weaving techniques with a contemporary design eye, resulting in textiles that are both beautiful and incredibly comfortable to use.
While squarely aligned with Kontex on luxury and quality, Yuki tends to lean into especially plush, velvety textures and an elegant, spare simplicity. You can expect price points between $30 and $90 for these truly decadent, spa-quality towels.
Shop now at yukitowel.jp
18. Miyama Towel
Miyama Towel offers premium Japanese textiles made from natural fibers with an emphasis on softness, superior absorbency, and eco-friendly practices. Their designs are typically understated, elegant, and timeless, perfectly capturing the minimalist Japanese aesthetic.
Miyama values craftsmanship and natural materials just like Kontex, but they often incorporate subtle color accents and unique textured finishes that give their towels a distinctive character. With prices usually ranging from $20 to $60, they are a fantastic brand to explore for high-quality, beautifully designed basics.
Shop now at miyamawoven.com
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