About Us

At Wipely, we believe a clean home should feel calm, quick, and kind to the planet. We’re not another gadget brand promising “miracle hacks.” We exist for one simple reason: to retire the paper towel habit—the rolls, the waste, the constant re-buying—and replace it with one beautiful, reusable essential that actually works.

Our Story

Wipely started in a very normal kitchen: spotless counters on Instagram, overflowing bin in real life. The average home goes through roll after roll without thinking about the cost (financial and environmental). We wanted a tool that performed like the best sponge, looked good enough to leave out, and didn’t end up in landfill after one spill.

We discovered the Scandinavian staple: the Swedish cellulose dishcloth. We refined the material blend and texture so it’s super-absorbent, fast-drying, and satisfying to use—day after day. Friends called them “those magic cloths.” Neighbors converted. That’s how Wipely was born.

Why We Do What We Do

We know our customers—busy, design-conscious people who want their space to feel fresh without creating more waste. You’re not chasing another routine; you’re protecting your time, your budget, and your values. One simple swap can make the whole kitchen feel calmer.

“I swapped one cloth for 17 rolls and my bin fills up half as fast.” — a Wipely customer who became our north star

The truth is: people don’t buy Wipely to be “perfectly eco.” They buy because it’s the easiest way to live better—less mess, less smell, less to buy again next week.

Our Cloth, Simplified

We keep it simple: thoughtful materials and a texture that does the work for you.

• Absorb — Our cellulose-cotton weave soaks up to 20× its weight, so spills disappear in a single swipe.
• Rinse & Dry — Quick-drying fibers help reduce odors. Wring it out; it’s ready for the next task.
• Reuse — One cloth lasts for months and replaces up to 17 rolls of paper towels (saving ~$110/year on disposables).
• Return to Earth — When it’s finally done, it’s compostable. No plastic guilt.

Unlike disposable paper towels (wasteful) or traditional sponges (smelly), Wipely is the clean, long-lasting middle path.

Our Values

1. Less, But Better

Fewer products. Higher performance. One cloth that earns its place on your counter.

2. Design That Works

Scandinavian simplicity you’ll actually use daily—neutrals and simple patterns that belong in a modern kitchen.

3. Honest Sustainability

Real materials, clear claims, and a product that measurably cuts waste. No greenwashing—just better habits.

4. People First

Behind every order is a home to care for and a day to get on with. We make cleaning feel calmer, faster, and more rewarding.

By the Numbers

• 1 Wipely cloth = up to 17 paper towel rolls replaced
• ~$110/year saved per household on disposables
• Months of everyday use from a single cloth

What We Obsess Over

• Materials: A cellulose + cotton blend that actually performs.
• Feel: That “ahh” moment when a single swipe leaves the bench streak-free.
• Form: Beautifully minimal so you can leave it on display.

What We Skip

• Gimmicky gadgets that create new problems.
• Disposable habits disguised as “eco.”
• Overcomplicated routines.

The Wipely Promise

If our cloths don’t help you clean smarter and feel better about your routine, we’ll make it right with our straightforward guarantee. Your home, your values, your planet—we’re here for all three.

Looking Ahead

We’re building a cleaner default for every kitchen—thoughtful tools that reduce waste and increase daily satisfaction. As we grow, we’ll keep refining materials, textures, and sets that make routines even simpler.

Join Us

Try one cloth for a week. Watch your bin fill slower, your counters dry faster, and your budget breathe easier. Many of our sets include a free eco sponge—because the best routines are simple and complete.

Join the movement to clean smarter, live better. Small swap, big difference.