ROOTED IN KOREAN DAILY CARE
Trust, day by day.
Thoughtfully made ritual goods for families who care about what touches their skin. Rooted in Korean daily care, our story begins with traditional sochang towels.
MADE IN KOREA
100% COTTON
QUICK DRYING
THOUGHTFUL MATERIALS
DAILY RITUALS
WHY SOCHANG?
Light, breathable, and made for daily rituals.
Sochang is a traditional Korean textile made from 100% unbleached cotton. Loosely woven, lightweight, and breathable, it has been used in Korean homes for generations because it is easy to wash and quick to dry.
Unlike thick plush towels, sochang is made for frequent washing and daily use. It softens over time and fits naturally into the small rituals your family repeats day by day.
TRADITIONALLY WOVEN
Simple by tradition. Smart by design. A Korean cotton weave made to be light, breathable, and useful every day. Humble? Yes. High-maintenance? Never.
QUICK DRYING
Dries fast. Stays fresher. Sochang towels dry quicker than plush towels, because damp towel smell was never part of the ritual.
MADE FOR WASHING
Use often. Wash often. Repeat. Designed for frequent washing and real family life. Laundry pile not included.
SOFTER OVER TIME
Gets better with every wash. Sochang softens naturally over time. Finally, something that improves after laundry.
HYPOALLERGENIC
Gentle by nature. Less to trap. Made from unbleached 100% cotton gauze with a flat-woven structure that is less likely to trap or shed microfibers like plush terry cloth.
Featured product
Traditional Korean cotton gauze towels made for daily family rituals. Lightweight, breathable, quick-drying, and designed to be washed often, each 4-towel set comes prewashed and ready to join your routine.
Made in small batches using 100% unbleached cotton for a simple, thoughtful towel your family can reach for day by day.
Preorder now — limited quantities available.
Estimated arrival is mid-November 2026. Updates to follow.
Preorder Note: We are still finalizing the label/logo detail on the towel. The towel itself will not change, but the appearance of the logo or label may be slightly different in the final release.
WHY FAMILIES ARE SWITCHING
Frequently asked questions
What is sochang?
Sochang is a traditional Korean cotton gauze textile known for being lightweight, breathable, and quick to dry. It has been used in Korean homes for generations because it is simple, practical, and easy to wash often.
Basically, it is the towel equivalent of “quietly hardworking.”
Is this like a regular plush bath towel?
Not exactly. Sochang towels are not thick or fluffy like terry or hotel towels. They are lightweight, breathable, and made for frequent washing.
If you are looking for a giant cloud towel, this may not be it. If you want a towel that dries quickly and fits into real daily routines, welcome.
Why are sochang towels smaller than standard bath towels?
Traditional sochang towels are designed to be lighter, easier to wash, and quicker to dry. The size makes them practical for daily use, small bathrooms, families, and anyone who prefers a fresh towel more often.
Less towel bulk. More everyday usefulness.
Do sochang towels get softer?
Yes. Sochang naturally softens with use and washing. It may feel more structured at first, but over time it becomes softer and more comfortable.
Finally, something that improves after laundry.
Are sochang towels quick drying?
Yes. Because sochang is lightweight and breathable, it dries faster than thick plush towels. This helps it stay fresher between uses and makes it easier to wash often.
Damp towel smell was never meant to be part of the ritual.
Are sochang towels hypoallergenic?
Sochang towels are considered hypoallergenic because they are made from unbleached 100% cotton gauze with a flat-woven structure that is less likely to trap or shed microfibers like plush terry cloth.
Simple materials. Less to overthink. Exactly how we like it.
How should I care for my sochang towel?
Wash before first use. Use often. Wash often. Basically, let your towel live its best laundry life.
Avoid fabric softeners and dryer sheets, which can coat cotton fibers with a waxy or silicone-like film. This can reduce absorbency and shorten the towel’s lifespan — and nobody wants a towel that suddenly forgets how to towel.
Let your towel dry fully between uses. Hang it in a breezy, shaded spot, or tumble dry on low heat to help prevent stiffness from heat damage.
For an occasional deep clean, boil your sochang towels in water with a small amount of baking soda. Because sochang is made from 100% unbleached cotton without synthetic blends, it handles heat well and can help release trapped oils, stains, and buildup from the fibers.
Bring the water to a boil, then let the towels simmer on low heat for about 10 to 15 minutes, stirring gently. Rinse well, dry fully, and they’ll feel fresh and ready to use again.
Does hard water affect sochang towels?
Yes. If your water is very hard, mineral buildup can make cotton towels feel stiffer over time. Sochang is made to be washed often, but even hardworking towels need a reset sometimes.
To help soften and refresh them:
Use white vinegar: Add ½ cup of white vinegar to the rinse cycle. Vinegar helps break down hard mineral and soap buildup.
Use baking soda: Add ½ cup of baking soda directly into the wash drum with your detergent. Baking soda can help lift old soap residue and freshen the fabric.
For a deeper refresh, you can also do an occasional vinegar boil wash or baking soda boil wash.
Just don’t use vinegar and baking soda together at the same time. Vinegar is acidic and baking soda is alkaline, so when mixed, they fizz and mostly neutralize each other, reducing the cleaning benefits of both. Fun for a science fair. Less useful for towel care.
Why do some towels look slightly different in color?
Some towels may look slightly warmer or brighter because we use two different prewash methods.
Our baking soda wash gives the towels a softer, more beige tone. Our sodium percarbonate wash can make the towels appear a little brighter or whiter.
Sodium percarbonate, commonly called oxygen bleach, is used as a laundry booster and breaks down into water, oxygen, and soda ash after use. We chose to test both prewash methods because each creates a slightly different natural finish. EWG lists oxygen bleach as a low-concern ingredient group.
Why “haruxharu”?
haruxharu comes from the Korean phrase “haru haru,” meaning “day by day.” Our brand is built around the small daily rituals families repeat: showering, washing, drying, brushing, getting ready, and winding down.
The little things matter because we use them every day.
What if I’m not 100% satisfied with my purchase?
We want you to feel good about what touches your family’s skin. That’s why every haruxharu purchase is backed by our Day by Day Promise: if you’re not 100% satisfied, we’ll give you your money back.
No awkward towel breakup required.