Authentic organic cotton. That is, being closer to nature (unadulterated). Cotton is a plant, not an industrial product. Obviously the quality is not consistent each year. These changes are what make it authentic organic. Let’s stop perceiving these tiny differences in detail as a minus and enjoy the fine changes like you would a good wine. That is the new way to enjoy organic. That is ‘COTTON NOUVEAU’.
Close your eyes. Touch the towel. Stroke it. It really is different. Is it sturdy? Firm? Soft? Every year is different. Have you ever been so excited about a new towel? Organic cotton produces yarn that changes in texture slightly every year due to weather and conditions of the cotton fields. Normally cotton from different crops is mixed together in the spinning mill to maintain a consistent texture. That is the global standard. However COTTON NOUVEAU uses different yarn each year. Search the world over and you will see that the only towels made like this are COTTON NOUVEAU. Enjoy the differences. Cherish them. COTTON NOUVEAU is captivating the world with a new way of enjoying organic.
COTTON NOUVEAU came on sale in 2011. Fast forward 20 years to 2031. How will the organic movement be appreciated then? The global standard changes with the times. Maybe, 20 years from now, people all over the world will appreciate the differences, and enjoy quality for what it is. Maybe seasonal organic cotton textiles will be the global standard. What you are looking at is a completely new towel. A new, authentic organic towel. Times change. We cannot foresee exactly how, but one thing is certain – this towel is questioning the significance of a new organic generation. Experience quality time by appreciating the differences with COTTON NOUVEAU.
‘Of course it’s different each year’. This phrase uttered by project designer Rikki Sato became the inspiration for creating COTTON NOUVEAU. If people enjoy the changes in shape and taste of organic vegetables each season, then why not enjoy the different texture of organic cotton each year? Change your perspective of the differences and enjoy COTTON NOUVEAU like a fine wine. This ground breaking and challenging project attracted many supporters from the cotton farmers in Tanzania who supplied organic cotton each year to this extraordinarily unorthodox project to the investors who set up the ‘Wind Woven Towel Fund’ (run by Music Securities, Inc.) enabling us to purchase the cotton. And let’s not forget the customers who vowed to buy the towels before they were even made. The COTTON NOUVEAU project, made possible with the help of so many people, is about the joy of sharing this organic story. Rikki Sato didn’t just design a new towel; he designed a project called COTTON NOUVEAU. You are not just buying a towel off the shelf. With COTTON NOUVEAU you get a story that inspires the urge to create something you want from the bottom of your heart.