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Actus: Pioneering Sustainable Cotton Towels

On January 17, 2026, Actus, a prominent interior retail company based in Shinjuku, Tokyo, will unveil two new organic towels as part of a larger initiative to support sustainable farming practices. This venture is aimed at helping cotton farmers in India transition to organic methods, which will officially kick off in 2024.

The Cotton in Conversion Towels

The newly launched towels are produced using cotton sourced during the transition period to organic farming, known as "Cotton in Conversion." This three-year phase involves the cultivation of cotton without the use of pesticides and chemical fertilizers, ultimately promoting a healthier environment.

Featuring a hotel-like design, these towels are crafted for a luxurious experience, combining softness and superior absorbency. The face towel measures 34x80 cm and is available in white and black, priced at 2,200 yen. The larger bath towel measures 60x120 cm, also in white and black, retailing for 4,400 yen.

Actus plans to release a blanket made entirely of Cotton in Conversion by March 2026, further enhancing its product range to include hand towels and tote bags, while increasing the proportion of cotton sourced through this initiative.

Higher Standards of Sustainability

Each product will bear the label "The COTTON { COTTON IN CONVERSION }" to highlight the sustainable mission to customers. These towels are meant to serve a double purpose—ensuring practicality while embracing eco-friendly materials.

Actus collaborates with Stylem Takisada Osaka Co., Ltd. to support the ORGANIC FIELD initiative, which helps Indian cotton farmers transition to organic practices. This collaboration aims to reduce environmental impact and improve labor conditions for farmers by purchasing cotton harvested during the transition phase and developing original products.

The Journey of Organics and Authenticity

In central India, approximately 1,500 cotton farmers currently produce organic cotton. Despite lower yields compared to conventional farming, organic practices significantly benefit farmers, offering health assurances and fair pricing that stabilize their livelihoods.

However, the three-year transition period poses substantial economic challenges as farmers are unable to receive organic certification and face decreased incomes during this time. Actus strives to support farmers through collaborations with ORGANIC FIELD, initiating this meaningful change with the introduction of these towels.

Keiko Ando, a product development buyer at Actus, emphasizes the significance of the collaboration, stating, "It is essential to recognize the sincere efforts taken to protect soil and ensure a favorable future for children. The opportunity to engage with proud farmers on-site reinforced the importance of discerning truly genuine products beyond mere organic certification. Although only 1.4% of the world's cotton is currently organic, it is vital for us to expand this initiative thoughtfully and consistently as part of our mission to foster a happier planet through mindful creation."

Actus's commitment to a sustainable future reflects in its various initiatives and products. For more insights on Actus's sustainability endeavor, visit their website.

In addition to their focus on sustainable textiles, Actus has been a significant player in the Japanese market since 1969. The company stands firm on the belief that a rich life is not merely about consumption but rather about forming lasting connections with products that have a visible maker behind them. Their wide array of offerings—including quality European furniture, original designs, and lifestyle products—underlining their dedication to quality and sustainability.

For more information on Actus's diverse product lineup and sustainability efforts, check their official website or online store. Follow them on Instagram for updates and new releases.