WATANABE PILE Unveils New Pop-Up Event Featuring TinyMame and Original Towels

WATANABE PILE Unveils New Pop-Up Event

WATANABE PILE, a renowned manufacturer of Imabari towels, will host its first exclusive pop-up event, showcasing its new brand, TinyMame, from June 26 to June 29, 2025. This exciting event will take place at (tefu) yoyogi uehara STUDIO in Tokyo, allowing visitors to interact with and enjoy the unique world of WATANABE PILE.

The concept of the event revolves around the tagline, "Today Made Softer with a Piece." WATANABE PILE, which traces its roots back 62 years to Imabari, Ehime Prefecture, has always strived to create towels that had never been made before. The company's founder’s vision continues to drive innovation as they source the finest cotton globally, crafting products that fully utilize the quality of the materials.

The highlight of the pop-up event will be the launch of the new baby and kids brand, TinyMame. This unique brand emphasizes the use of 100% high-quality organic cotton and features original textiles inspired by the lush nature of the Setouchi area. TinyMame will offer indispensable items for families with small children, including:

- Best: ¥10,000 (excl. tax)
- Hooded Towel: ¥10,000 (excl. tax)
- Belt Cover: ¥3,500 (excl. tax)
- Wash Towel: ¥1,500 (excl. tax)
- Towel & Bib Gift Set: ¥5,000 (excl. tax)

Additionally, TinyMame’s online store will launch at the end of June, making it easier for customers to shop for their favorite items.

Collaborations and Special Features

The event will also feature brand-new bath mats from the SHUTTLE 1963 series, handcrafted using a shuttle loom that has been in operation since 1963. These pieces are inspired by collaborative journeys between illustrator norahi and WATANABE PILE's director, Arisa Watanabe, who captured memories and inspirations from their travels.

New Bath Mat Collection:

- SHUTTLE1963HORSE: ¥12,000 (excl. tax)
- SHUTTLE1963FRUITS: ¥12,000 (excl. tax)
- SHUTTLE1963TULIP: ¥12,000 (excl. tax)
- Size: 40x60 cm

Complete WATANABE PILE Lineup

Attendees can explore the extensive WATANABE PILE offerings, including popular series like “Zuzuri,” “Shikkari,” “Mofumofu,” and “Howahowa.” Staff will be on hand to provide personalized recommendations based on customers' preferred textures and lifestyles.

Weekend Marketplace and Special Events

As part of the event, a weekend marketplace will provide attendees with opportunities to enjoy coffee and baked goods from JOE TALK COFFEE and purchase plants from the lifestyle shop about her. There will also be a live caricature drawing event by norahi, turning moments into fun stickers.

Floral Arrangements

Floral artist Yoshimitsu Tsutaya will enhance the pop-up space, drawing inspiration from the essence of WATANABE PILE to create a captivating environment for visitors.

Special Gift for Shoppers

Visitors who spend over ¥3,000 (excl. tax) will receive a free handkerchief, with the first 100 customers receiving this offer.

Event Details

- Dates: June 26 (Thu) to June 29 (Sun), 2025
- Location: (tefu) yoyogi uehara STUDIO, 1F, 3-1-10 Nishihara, Shibuya-ku, Tokyo

Walk from Yoyogi Uehara Station (Odakyu Line): 5 minutes
Walk from Yoyogi Hachiman Station: 7 minutes
Walk from Yoyogi Park Station (Tokyo Metro Chiyoda Line): 7 minutes

- Hours:

- June 26 (Thu): 14:00 – 19:00
- June 27 (Fri): 11:00 – 19:00
- June 28 (Sat): 11:00 – 19:00 (with Market)
11:00 – 13:00: Norahi's caricature event
- June 29 (Sun): 11:00 – 16:00 (with Market)
13:00 – 15:00: Norahi's caricature event

- Contact: info@watanabe-pile.jp | 0898-66-5108 (Available 9:00–17:00)

About WATANABE PILE

WATANABE PILE is committed to creating towels that prioritize people, ensuring enjoyment for customers while maintaining communication with everyone involved in the production chain, from cotton growers to craftsmen. The company aims to weave joy together for users and creators alike.