Summing up 2019, ready for a new decade

Suddenly its New Years Eve, a sparkling night to celebrate the year that passed and all the possibilities that lies ahead. But what did we really achieve? 2019 was a year of finding the Pure Effect way forward. A bumpy road, but despite all this I’m thrilled to see that we actually did some really good things with people and brands we admire. Here are some snapshots!

In January we found our products Im Cologne in the String Furniture monter, work by lovely team Lotta Agaton Interiors. During Sthlm Fashion Week in February we were honored to meet the Swedish brand Rave Review, upcycling textiles transforming them into contemporary and progressive fashion. And everyone got their own piece of the queen of garment care – the Clothing Mist.

In 2019 we also worked with Oscar Properties, giving the lucky ones moving in to Norra Tornen, Bageriet, N19, 79&Park and No. 4 a clean start with Pure Effect products. Other bright stars from that year is the co-lab Clothing Mist with Filippa K and later on the launch of another co-lab mist with Steamery Stockholm. Great initiatives based on the drive to help people care for their fashion.



New paths were found to partners in Bucharest, Prague, Narvik, Reykjavik, Karlsruhe and many more. We were also happy to see Pure Effect introduced in selected Åhlens stores. And later on we actually launched our  products on Of course we are also immensely proud to continue our work from previous years with interior design stores like Designtorget, Iris Hantverk, and concept stores like Hugo and Nitty Gritty. And all of you passionate partners and retailers out there means the world to us,  introducing less washing and less cleaning as a part of a sustainable lifestyle.

Some exciting events took place at Steam Hotel, Danish Son of a Tailor and Dansk Mode & Tekstil, and the sustainable wardrobe project F/act Movement by Re:textile and Swedish Fashion Council. 

Personally I’m excited about us being part of the Vinnova funded research project Innovation to reduce thee spread of antimicrobial resistance in child care.  Coordinated by RISE and an extremely important research area for the future, where I think biotech cleaning solutions will play an important role.