Soft State is a luxury towel brand built for the creative class. Redefining our showering experience – and beyond. Inviting us to explore a softer state of mind that encourages us to let go, and let in. Allowing us to deepen our understanding of ourselves and the world around us. Nurturing the space and sensory experiences needed to unlock our minds, and open them to receiving sparks of creativity. The inspired, inspire.

The Soft State story is founded on travel, inspiration, imagination – celebrating the rituals of bathing and showering in sparking human creativity. Your invitation? A suite of towels designed for you, and tailored to your touch. 

“I worked with Izzy in partnership with Regular Practice on building out the strategy, concept and tone of voice for my luxury bathing brand Soft State.  

I had a very clear vision of how I wanted the brand to speak and be interpreted but my skills don’t lie in practically translating that to copy etc. What I loved about working with Izzy and the team, was that I could briefly explain what I was envisioning and the essence of how I wanted the brand to sound and exist in the world, and she would deliver the perfect result in one turn. As a founder, this was a dream collaboration, where I had offered my vision and direction, but the result far exceeded my expectations. What resulted was an impactful body of work, delivered in an efficient manner. 

I’m so grateful to Izzy for her creativity, professionalism and talent, and would highly recommend her to anyone looking to elevate their branding.”

Deirdre McSharry, Founder of Soft State