This is a question that I receive quite a bit. I have been using the same brand of cotton cloth diaper since at least 2007. My purchase history doesn't go back any further than 2007 but I suspect that we have been embroidering the same cloth since about 2004. The cloths that arrive have a good amount of starch on them from the manufacturer. This improves the appearance upfront and helps to ensure a high quality embroidery design. As soon as the cloths are washed they take on a whole new look. The starch is released and the cloth becomes softer, quilted and more absorbent. So much so that people forget what they originally looked like!
