Our Story

Luxury with Meaning, Inspired by Tradition

At Tōya, we believe that true luxury is more than material - it’s a story, a craft and a mindful choice.

As a Japanese living in the UK, everytime I returned home I noticed something: The rich heritage of Japanese craftsmaship was being overlooked. Or even worse, quitely disappearing.

Take Senshu (泉州) towels for example, a tradition of Osaka, my hometown. Once a bustling hub of towel craftsmanship, the streets that were filled with thriving workshops now feel quite and abondoned.

The history, the rituals and the skill behind each piece deserve recognition. I wanted to bring to homes that will truly appreciate it outside of Japan, where craftsmanship and tradition can be celebrated anew.

Our Misson & Vision

Every piece in our collection carries a story, a purpose, and a respect for the people and the planet behind it. We ensure that what we curate are made in Japan, beautiful but also sustainable, continuing to thrive in modern living.

By choosing quality over quantity, every item becomes a conscious choice. 

Discover the stories woven into every piece

Tōya, is a blend of our key product, “Towel” and the Japanese 屋 (ya), meaning “shop”.