OZU+ is a store that offers a great variety of local products (including locally produced vegetables). But if it’s Imabari towels you’re looking for, Ozu+ stands out for its singular dedication to showcasing the rigorously organic towels of the brand Ikeuchi Organic. The owner of OZU+, Yamaki-san, originally hails from Ozu. After years of working outside of Ehime, she was inspired to return and establish her own shop in Ozu's sustainability-driven environment, focusingon the organic towel brand that she is truly passionate about. The cotton used for these towels is ethically sourced, fair trade yarn from contracted farmers in Tanzania and India, mixed with cotton that is grown without pesticides for at least three years and not genetically modified. The company’s lengthy bacteria-assisted dye removal process also meets strict national sea wastewater standards, in a factory entirely powered by wind.