#Japan #Brewed Protein #Bunkyo #IDÉE #Repos Luxe

IDÉE Unveils the 'Repos Luxe' Towel: A New Standard in Luxury

On July 17, 2023, IDÉE, a brand under Ryohin Keikaku Co., Ltd. based in Bunkyo, Tokyo, launched an elegant addition to its original towel collection, 'Repos.' The new product, named 'Repos Luxe,' promises to elevate the towel experience with its unique features and luxurious materials.

The Essence of Repos Luxe

The 'Repos Luxe' towel stands out due to its use of non-twisted yarn, which contributes to its fluffy, voluminous texture. This innovative towel is the first in the world to incorporate Brewed Protein™ as part of its fiber composition. This new material is born from the precision fermentation of plant-derived sugars, such as those from sugarcane, creating a sustainable protein-based fiber.

One of the hallmark features of the 'Repos Luxe' towel is its durability, which surpasses that of traditional non-twisted cotton towels. By combining Brewed Protein™ with ultra-long staple cotton, specifically Supima cotton with pile fibers over 35mm, IDÉE achieves a remarkable balance of softness, absorbency, and longevity. Customers can expect a towel that not only feels exquisite against the skin but also boasts a luxurious sheen—an embodiment of sophisticated craftsmanship.

Commitment to Sustainability

The introduction of Brewed Protein™ aligns perfectly with IDÉE's commitment to sustainability. As this material is biodegradable, it contributes to a circular economy by ensuring environmental considerations throughout its lifecycle. The result is not just a towel but an eco-friendly solution that does not compromise on quality or style. The smooth, silky feel and lightweight nature of the towel enhance its usability, making it the perfect companion for daily and luxurious settings alike.

Product Line-up

As part of this launch, IDÉE also features a special page dedicated to the 'Repos Luxe' collection, highlighting the exquisite design and superior functionality of the product.

You can explore IDÉE's vision of a mindful lifestyle, which celebrates the beauty of both functional design and artistic expression. From original furniture crafted in collaboration with both domestic and international designers to an eclectic selection of textiles, products, and art, IDÉE embodies a commitment to a life enriched by artistry.

Moreover, through its initiatives such as 'Life in Art,' IDÉE promotes various artistic creations, both renowned and emerging, emphasizing the value of craftsmanship, vintage designs, and innovative upcycling. This ethos of beauty and sustainability is reflected in every aspect of the 'Repos Luxe' towel.

Available Now

The 'Repos Luxe' towel is available at all IDÉE shops and online, catering to a wide audience seeking quality and sustainability in their daily lives. Experience the luxury and redefine your towel essentials with this exceptional product.

For more information and to shop, visit the IDÉE Online Shop.

Stay connected with IDÉE on Instagram for the latest updates and inspirations at IDÉE Instagram.