Soft
Made by JOV
Soft is a study in considered restraint. JOV constructs this architectural rug entirely from Tencel lyocell, a fiber derived from sustainably sourced wood pulp that is celebrated for its silky sheen and unusually soft hand. The result is a low-pile surface that reads as both polished and warm, catching ambient light without demanding attention.
The shorter pile height is not incidental. It defines the rug's identity, lending Soft a smoothness that works in dialogue with hard floor planes, minimal furniture, and architecturally precise interiors. The surface holds color with exceptional fidelity, making the breadth of available colorways, and the option for custom color development, a genuine asset for designers working within specific palettes.
- Fiber: 100% Tencel lyocell
- Construction: low-pile architectural weave
- Custom sizes and custom color development available
- Made to order
Made to order by JOV, tailored to you.
Get customization options, swatch samples and pricing for your project.
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Soft
Frequently Asked Questions
What is Tencel lyocell and why is it used in rugs?
Tencel lyocell is a cellulosic fiber produced from sustainably harvested wood pulp through a closed-loop solvent process. In rugs, it is valued for its natural sheen, softness, and the way it absorbs dye evenly, producing rich, consistent color across the pile.
How does a low-pile rug perform in high-traffic or commercial spaces?
Low-pile constructions are generally more durable under foot traffic than high-pile alternatives, as the shorter fibers are less prone to matting and crushing. They also sit closer to the floor, making them well-suited to spaces where chairs or wheeled furniture must move freely.
Can the Soft rug be ordered in a custom size or color?
Yes. Soft is a made-to-order rug available in custom sizes and with custom color development. This makes it appropriate for bespoke residential and hospitality projects where standard dimensions or colorways may not be sufficient.
What is JOV's design philosophy?
JOV approaches rugs as architectural elements rather than decorative accessories. The studio focuses on material precision and restrained form, producing pieces that integrate with the spatial logic of a room rather than competing with it.
How should a Tencel lyocell rug be maintained?
Tencel fibers are sensitive to prolonged moisture and aggressive cleaning agents. Professional cleaning is recommended for significant soiling. Routine care involves gentle vacuuming without a beater bar, which preserves the integrity of the pile and its characteristic sheen.
