our story

about me

hi, i’m jiawen. i’m a mother, a quiet maker, and the heart behind soft soft one.

this brand began with my son, during those early years when everything felt tender and new. he had sensitive skin, and i was always searching for clothes that felt gentle. soft enough for him to rest in, and breathable enough for our warm, humid days in singapore.

that search led me to soft, premium fabrics made from natural materials. cooling, breathable, and kinder on delicate skin. i wanted to create pieces that felt light to wear, and gentle in all the ways that matter.

the name soft soft one is a quiet wordplay, inspired by how we speak to children (or even each other!) here in singapore. we often double our words, like soft soft or nice nice, and end with “one” without thinking. it’s warm, familiar, and close to home.

thank you for being here. every small kindness helps this brand quietly grow.