Our Story
Hi, I’m Jungmin, a Korean graphic designer and mum of two, living in Delft, the Netherlands.
Alongside my freelance design work, I founded SlowHug, a small family-run baby brand.
Our boys spend most days outdoors, running, climbing, exploring, and often coming home tired after the rain or cooler weather.
At bedtime, I always wanted them to feel comfortable and settled through the changing temperatures.
That search led us to merino wool.
Soft, breathable, and naturally temperature-regulating, merino wool became a material we reached for again and again.
Combined with organic cotton, it felt gentle and comfortable for sleep, from cooler nights to warmer evenings.
After using it for our own family, I decided to create SlowHug.
Our first product, the Everyday Hug sleeping bag, was made for bedtime, naps, and the little moments in between.
Made to be worn often, washed often, and passed on when outgrown.
Comfort for everyday sleep, from one little one to the next.
Why slowhug
On colder nights, I worried they might be cold. But if I added more layers, I worried they would get too warm.
There was always something to think about: the room temperature, what they were wearing underneath,
whether they were comfortable enough to sleep well.
I started looking more closely at the materials touching their skin every night.
That is how I found merino wool. It felt soft, breathable and naturally comfortable in changing temperatures.
Paired with organic cotton, it became the kind of fabric combination I kept coming back to for our own children.
Slowhug began from that feeling: wanting to make the everyday parts of caring for a baby feel a little easier.
I wanted to create fewer, well-made pieces with natural materials, simple colours and thoughtful details.
Not things to use once and forget, but things that become part of your family’s everyday routine,
and can be passed on when they are no longer needed.
The name came from the feeling I wanted to give: a soft, warm hug, made a little more slowly.
From muddy adventures to cozy nights, we believe comfort starts with natural materials.
