BENTONVILLE, Ark. – November 13, 2025 – A new consumer brand born in Northwest Arkansas is aiming to clean up some of life’s messiest moments. Muckender, a Bentonville-based startup being incubated out of Fieldbook Studio, today announced the launch of Muckender Towels, a line of dual-use, heavy-duty, pre-saturated cleaning towels designed to cut through jobsite grime while still being safe enough for hands and faces.
Developed by co-founders Joshua Stanley and Myra Dallas through Bentonville’s Fieldbook Studio, Muckender Towels were created in partnership with three of YouTube’s most respected homebuilding and DIY channels: HAXMAN, Perkins Builder Brothers, and Stud Pack. These builders helped test and refine the product in real-world conditions long before it hit the market.
“At its core, Muckender is a Northwest Arkansas story,” said Joshua Stanley, co-founder of Muckender. “We’re building a modern CPG brand in the backyard of the retail capital, with products shaped by real tradespeople and creators who work with their hands every day. We wanted something tough enough for grease, but safe enough for your face. We couldn’t find a heavy-duty cleaning product that met those needs.”
Muckender Towels use a 100% plant-sourced towel that’s strong, but free from plastic microfibers, and paired with an unscented, dermatologist-tested formula that’s been engineered to be safe on skin while still lifting oils, paint, adhesive, and stubborn “muck” from both surfaces and bodies. The formula includes skin conditioners to help prevent the dryness and irritation that are common with harsh industrial wipes.
Each flat pack contains 45 XL towels designed for glove boxes, toolboxes, gym bags, and everywhere else. The brand’s tagline—“Built for the grind. Trusted after it.”—reflects its core use cases: jobsite cleanup, truck interiors, home projects, vehicles, outdoor adventures, and those in-between moments where soap and water aren’t available.
“Every crew I know keeps some kind of wipe in the truck,” said Erik Perkins of Perkins Builder Brothers. “The problem was we were using something that we didn’t really want on our skin. Muckender was our chance to fix that and build the product we actually needed.”
Northwest Arkansas has rapidly grown into a hub for retail and consumer brand innovation, and Muckender is leaning into that ecosystem—combining local venture-building with the reach of national creator partners. The company is initially focused on direct-to-consumer ecommerce, shipping Muckender Towels from its online store to customers across the United States. Their intent is to scale to other online marketplaces, specialty retailers, and ultimately to mass retail.
“We’re proud that this brand is rooted in Bentonville,” added Myra Dallas, co-founder of Muckender. “Our goal is to build products that respect the trades—people who build homes, fix cars, and keep things running—starting right here in Northwest Arkansas and expanding far beyond it.”
How to Support
Muckender Towels are available online at www.muckenders.com, including single flat packs for individual users and case packs for shops and crews.
About Muckender
Muckender is a Bentonville, Arkansas–based consumer brand dedicated to helping hardworking people “End the Muck” in real life—on the jobsite, in the garage, in the truck, and at home. Muckender Towels, the company’s flagship product, are heavy-duty, plant-based cleaning towels designed by builders and DIY pros to be tough on messes while safe for skin.
About Fieldbook Studio
Fieldbook Studio, an Alloy Partners powered venture studio, is headquartered in Northwest Arkansas that partners with operators to build five new businesses at the intersection of retail, CPG, and emerging technology. The studio provides an incubation model, partnering with co-founders to increase the ventures' probability of success.