An orchard tucked inside your kitchen drawer
An orchard tucked inside your kitchen drawer.
Chloven's 25-piece reusable kitchen towels stitch the brightness of a summer fruit stand into every wipe, every rinse, every quiet morning at the counter. Five fruit prints. One small revolution against the trash bin.
Tucked into every kitchen drawer is a quiet form of waste. A spilled coffee, a swipe of olive oil, a glass of milk knocked over by a small hand at breakfast — pull, crumple, toss. Two seconds and a sheet is gone forever. The average household burns through more than 80 rolls a year. Stack them up and you're looking at a small, paper-white forest.
The question we kept asking ourselves at Chloven was a simple one: could the most ordinary motion in the kitchen — the wipe — become something beautiful, slower, and worth the gesture? The answer is the roll you're about to meet. Twenty-five pieces of double-sided cotton flannel, printed with five fruits in five quietly considered colorways, ready to live on the same holder you've always used.
This is, on the surface, a story about a piece of cloth. What it's really about is a softer way of keeping house.
enough for months of daily use
perfectly sized for any task
no two pieces look the same
soft, thirsty, machine-washable
Five fruits.
Five quiet moods.
§ 02 — The Prints
Gray Pineapple
A muted, almost ceramic gray. The quiet one in the drawer — for kitchens that prefer softness over loudness.
Light Yellow Avocado
Pale, buttery, almost edible. A sun-warmed yellow that makes morning toast feel a little more important.
Yellow Pineapple
The classic, the postcard, the picnic blanket. Loud in the best way — a tropical wink in your tea-towel rotation.
Pink Strawberry
Dusty rose, freckled with seeds. The print that turns a Tuesday morning kitchen into a small, sweet daydream.
Purple Cherry
A deep, late-summer purple — the color of a cherry left long enough on the tree. The drama queen of the set, beautifully so.
How much does it replace? Enough to make you do the math twice.
A single Chloven cloth holds up to hundreds of washes without sagging or losing its print. By the brand's own counting, each piece can stand in for the equivalent of thousands of paper sheets. Twenty-five of them, neatly rolled, will quietly outlast the paper towels you'd otherwise burn through in years.
They come pre-wound on a sturdy cardboard tube — slip it onto the paper-towel holder you already own. Tear one, use it, rinse it. The choreography of your kitchen doesn't change. Only the trash bag does.
"We're not asking you to overhaul your life. Just to let your next 'paper towel' be used a thousand more times."
Why this roll, specifically?
§ 03 — The CaseDouble-sided flannel, seriously thirsty
Built from 100% pure cotton flannel, double-faced for genuine absorbency. Spills, oil, condensation — handled. The fabric only gets more drinkable after the first few washes.
Machine-washable, fade-resistant
Wash by hand or toss in the machine. The prints are color-locked and the weave holds shape, so cycle after cycle, your fruit stays as bright as the day it arrived.
Cardboard core, fits your holder
Each roll comes wound on a durable cardboard tube sized to the standard paper-towel holder. No new gadgets, no kitchen rearrangement — just swap and go.
Endlessly multi-purpose
Counters, dishes, cloth napkins, baby messes, pet paws, plant leaves, picnic blankets. One cloth, one limit: your imagination.
10″ × 10″, the just-right square
Bigger than a paper sheet, smaller than a bath towel. Sized so you can actually finish the job in one piece, then fold it neatly to dry.
Gift-ready, quietly meaningful
The roll arrives looking like a present. Housewarmings, holidays, hostess gifts — it carries an idea, not just an object: that small choices count.
One cloth.
Far more lives than you'd guess.
How to use, wash, and keep them.
The simplest possible care card. Treat them like the cotton dishcloth you've used your whole life — because, honestly, that's exactly what they are.
Wash once before first use
The first wash wakes the cotton up. Absorbency improves noticeably across the first few cycles — the fabric gets thirstier the more you live with it.
Don't rush to launder
Lightly used pieces can be rinsed and air-dried for another round. Save the wash for when you've collected a small stack — your water bill will thank you.
Cool or warm, gentle cycle
Machine wash with similar colors, cool or warm water. Skip the bleach to keep the fruit prints bright and the fibers soft for the long haul.
Air-dry whenever possible
A line in the sun or a drying rack does wonderful things to cotton flannel — leaves it loftier and softer. Tumble-dry low works in a pinch.
Roll back, or stack
Once dry, re-roll onto the cardboard tube to keep the holder display alive — or fold them into a tidy stack inside your drawer. Either way, the next wipe is ready.
Begin with the next wipe.
Real change rarely arrives with a manifesto. Sometimes it just looks like a roll of cotton printed with pineapples and cherries, slipped onto the holder you already own. From here on, every wipe is a small, repeatable kindness — to your kitchen, and to the planet.
Shop the Fruit Roll →About Chloven
"Choose your love & love your chosen."
Founded in 2018, Chloven curates sustainable home and personal essentials, designed for the small, daily choices that quietly add up.
The Specs
10″ × 10″ per cloth
100% double-sided cotton flannel
Cardboard core, fits standard holders
Machine-washable · reusable
Where to find us
Free shipping worldwide
5.0 Trustpilot rating
15% off your first order
