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Ehime prefecture Imabari city is Japan’s number one towel production area. The Takanawa mountain range experiences little rainfall, and is connected to west Japan’s highest peak, Mt. Ishizuchi. It's rich in underground water from its source Soga-gawa. The underground water is characterized by having low solidity has less impurities. The most suitable water quality for towel making is soft water which has less impurities. The water conditions in Imabari are perfect for giving cotton wool and fabric a white color, producing a very soft looking product.