Less washing – longer lasting

Less washing Clothing Mist

Why less washing and reduce the routine washing of your clothes? Join us on for a three minute journey where we tell you our side of the story.



Be greatful for the bacteria from your skin, it´s supposed to be there.
According to a Swedish study only 7% of a laundry bag needs washing (Sveriges Konsumenter). Most of the garments are just thrown there by routine. We totally agree with Rachel McQueen, a textile scientist and associate professor in the University of Alberta’s Department of Human Ecology, who argues that most people wash their clothes way too often. The fact that bacteria populate your clothing, doesn’t mean you have to wash your clothes.

“ I think what’s happening in this hygiene-focused world now is that it’s just become a habit. People wear a pair of jeans or a sweater once and think it’s loaded with bacteria. It’s a bit overkill because it’s their bacteria,” McQueen says. “It’s supposed to be on your skin. And so if it’s on your clothing, and your clothing puts it back in contact with your skin, that’s just where that bacteria is supposed to be.”

Did you know that studies actually show how bacteria on your skin boost your immune cell function. Why work hard on washing that great gift away?

Easy living, easy traveling.
Everyday life should be easy and we love smart eco-friendly solutions. ”Sustainable” and ”modern lifestyle” can be combined with innovations like biotechnology. Here we use natures own solutions, the power of active bacterial culture, to solve problems in our urban lifestyles. Like removing odor when traveling for example, without a washing machine and perhaps in a hotel room in New York with no a balcony to air your garments. (And probably you wouldn´t even have the time to wash your shirt before your next meeting.) Hello Clothing Mist!


Care for your favorites.
Most of us care for the things and people we love. Why? Because we want them to last. The most precious relations and things we want to keep, for life and even for generations. Actually it´s a great feeling to care – to take a bath and sauna for your body and soul, to give someone a hug, to groom your beard, to give your shoes some extra love and caring, right? The consequences for garments in a not so caring washing machine are well captured in this article in Vouge.

“I turned the washing machine dial to cold, walked away for an indeterminate amount of time, and when I returned, my beloved jeans lay mangled at the bottom of this so-called cleaning device,” explains author Marjon Carlos. “I was devastated. The soft, smooth texture was hardened by the thrash of the spin cycle and deluge of water; they were paler than last I remembered; the shape was askew.”

Care for the planet.
Last but not least, caring for your fabrics and helping them last longer is good for you, and good for the environment. A significant part of your clothes´ climate footprint depends on the way you treat your garments. A Levis´ study shows that 58% of the energy and 45% of the water used during the lifetime of a pair of our jeans occurs during the consumer-use phase. And thats where we come in.

Focusing on sustainable fashion, the first thing to consider is how often you wash your clothes. It turns out that when you look at the whole life cycle of a piece of clothing, everyday washing and drying damages our natural environment the most. The Stella McCartney Care Series argues that 25% of the carbon footprint of clothes comes from the way we care for them.

No matter the exact figures, #lesswashing is our mantra and mission. Here you find our Less Washing Guide with some inspiration to get going. Join us and try the Pure Effect mists asap – you won´t get disappointed. #lesswashing #longerlasting

/Linda Nordin, Pure Effect

less washing
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and powered by biotech


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