Inoca

Inoca is brand established by Ido Jōten, a tatami shop based in Wakayama Prefecture. Inoca derives its name from the Japanese meaning ‘the scent of igusa’—a soft rush grass, used for weaving tatami mats for Japanese homes. Inoca’s products are all handcrafted from local Kishū igusa tatami mats to evoke a feeling of nostalgia.