A process for increasing the tactile properties of a base web without adversely affecting the strength of the web is disclosed. In general, the process includes the steps of placing a base web in between a first moving conveyor and a second moving conveyor. The conveyors are then wrapped around a shear inducing roll which creates shear forces that act upon the base web. The shear forces disrupt the web increasing the softness and decreasing the stiffness of the web. The shear inducing roll typically has a relatively small diameter. In some applications, more than one shear inducing roll may be incorporated into the system.