You will notice that it becomes softer and more pleasant with every wash and tumble-dry. What you will also notice is that it looks best when it is naturally crumpled. We think that this makes it look better, more charming. You can iron this charm out, if you must, but we would rather you didn’t. The entire ooh noo collection is designed in the European Union and is also produced here, by hand. What’s more, the team is positively tiny.