We’ve all been there: tossing a cherished woollen jumper into the washing machine, then pulling out a shrunken shadow of its former self. It’s a tough lesson to learn, but how you look after your clothes truly is make-or-break for your wardrobe.
Proper care is a must, and it’s something made much easier by new companies dedicated to prolonging the lifespan of our outfits. “Two generations ago, people intuitively knew how to mend, wash and care for their garments. Today, much of that knowledge has been lost in the age of fast fashion and disposable culture,” says Frej Lewenhaupt, co-founder of clothing-care brand Steamery.
Many of ELLE’s favourites have a fashionable twist, serving up shelfie-worthy eco products and mobile-first repair services that partner with go-to labels. Steamery, for example, has given practical tools like wool shavers and lint brushes a minimalist Scandi makeover. Its handheld steamers come in an array of Instagrammable pastel hues and can be used to refresh clothes between washes as well as iron out creases.
Companies including Attirecare and Tangent GC bring luxury fragrance to the laundry room, formulating environmentally friendly detergents with the kind of high-quality ingredients used by perfumers. Attirecare co-founder Abigail Brookes says she is inspired by fragrance brands: “Care products are often seen as dull, so we set out to shake things up,” she explains. “It’s about making those everyday tasks a little more enjoyable… [we try to] elevate your daily rituals.”
Then there are apps such as Sojo and The Loom, which make clothing repairs and alterations as seamless as ordering an Uber. And Blanc, with its 24/7 pick-up and drop-off service, is like the Deliveroo of dry cleaning. The go-to London dry cleaners for fashion houses, it uses biodegradable detergents instead of the traditional chemically intensive process.
Brands, too, are expanding after-care services, making it easier than ever to keep your pieces as good as new for longer. Nanushka, Ganni and Mother of Pearl have all partnered with Sojo to offer tailoring and repair services, and Chanel carries out restoration and alteration work for customers at its Chanel & Moi – Les Ateliers on Mayfair’s Bruton Place.
Many brands now have guides on their websites on how to best care for garments. Simple things like washing clothes less often, choosing detergents free from harmful chemicals, air-drying instead of tumble-drying and learning basic repair skills can all make a big difference.
Hacks to help care for your clothes
Freeze your wardrobe:
The cold can work wonders for denim, killing bacteria and neutralising odours without shrinking, fading or ageing the fabric. Place in a reusable bag, leave in the freezer overnight, and air dry for a low-effort way to refresh your jeans without washing.
Sunbleach your whites:
For a natural way to keep your whites bright, let the sun do the work. After washing, lay your white clothes out in direct sunlight. The UV rays naturally bleach stains and brighten fabrics without the need for harsh detergents.
Learn sashiko:
Originating in Japan, sashiko is a traditional hand-sewing technique that is easy to pick up. Some basic decorative stitches will repair small tears and make your novice stitching look intentional.
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