Because we hated our square baby towels, their size, texture, low toweling off coverage taking them out of the tub and laying them down. We hated all the hacks, of putting it in your teeth or shirt or pockets. We hated needing more than one at any given time...

Our Products are designed for the whole bath process. Intended to be innovative, user-friendly, and long-lasting to deliver extraordinary experiences.

Yes they are and their experiences MATTER. Babies come in all different temperaments and we want to make every one of them feel safe and without distress regardless of their natural panic level.

They don't have to hate baths. We believe that leading with high value experience can create a beautiful influences for their development and resilience.

While society has trained us to value quantity and cheapness, we prioritize function, quality, and living wages to make products our planet and humanity is proud of.

Handmade in Canada & crafted with materials and innovation that last throughout infancy and beyond. We aren't the cheapest because we aren't the same.

Don't judge our absorbency by our tiny loops. They pack a super wicking power, and don't collect bacteria.

Our products are made with our 100% Flannel Cotton for warmth and 93% Viscose Bamboo & 7% Lycra Canadian Terry for thirsty absorbency and maximum softness.

We believe sustainability and longevity go hand in hand. We aren't textiles that get changed with seasons and end up in landfills. We are around for years to come and need the best, strongest, and sustainable materials to make that happen. Average life of our towels - 8 years.