In partnership with HeimatTBWA, The Reclaimed Collection opened up an entirely new world for Perwoll, firmly positioning the brand within the fashion landscape, a space where detergents rarely have a voice or cultural relevance. By stepping beyond its traditional category boundaries, Perwoll managed to enter a conversation typically reserved for designers and style innovators.
The well-known detergent brand from Henkel has history of over 70 years in laundry care. However, it has one key difference: It pioneered the ‘renew’-effect, a formula that renews fibres and colours in all textiles, prolonging their life rather than damaging them.
This bold move not only elevated the brand’s image but also demonstrated its commitment to garment care as an essential part of fashion culture. The initiative attracted attention from both the industry and consumers, proving that when a brand dares to show up in unexpected spaces, it can leave a lasting impression.
Perwoll renewed lost garments from unclaimed airport luggage to prove that with proper care, even those pieces can be re-loved again – and nothing is neglected more than the 1.8 million garments sitting in unclaimed suitcases in airports around the world.
Months in advance, Henkel collected abandoned suitcases from several different airports around the world and washed them with Perwoll in order to renew the fabrics. Every garment found was repurposed and given a new life and a second chance to be loved on the catwalk. The team started sketching out the collection based on the different textiles, shapes, and colours of the garments that have been found in the luggage, creating a catwalk-worthy collection that rethinks fashion in its truest form.
Worn-out trousers were turned into skirts, or bandeau tops with sleeves. Faded pool-towels were reborn as the season’s little black dresses. Shirts were created from anything but shirts – from different ties stitched together.
The entire Perwoll reclaimed collection was unveiled at Fashion Week of Copenhagen, at the most fitting location: inside a hangar. With that, Perwoll did not only show off the collection but created a experiential event inviting influential people from the fashion community, press outlets and celebrities.