There's a growing cohort of people who believe in washing clothes less – or not at all. Matilda Welin talks to the 'no-wash' and 'low-wash' believers.
. Subjected to centuries of sexist laundry advertising, women would be less responsive to the idea of not washing their clothes, he theorised, and research backed him up, showing that, with women, environmentalism was a more effective reason to give.
One of Wool&'s customers is Chelsea Harry from Connecticut, US."I grew up in a house where you wash everything after one use," she tells BBC Culture."Towel after one use, your pyjamas after one use." One summer, Harry lived with her grandmother, who taught her to put her pyjamas under her pillow in the morning and wear them again the next night. Later, she met her husband, who, she says,"hardly ever washes any clothes".
"One of the worst things that you can do to a garment, in terms of its durability, is wash it." So says Mark Sumner, a lecturer in sustainable fashion at the University of Leeds. During a wash, he says, garments can tear, shrink and lose colour. With his colleague Mark Taylor, Sumner studies how. But while he says reducing the frequency of our clothes washing is the right choice for the environment, he doesn't advocate a complete washing machine moratorium.
The best approach, it seems, is to be flexible."If your clothes don't smell, then don't bother [washing them]," advises Sumner."And when you're going to wash them, be clear about what to do to get the garment clean, but in the most effective way." Wash things on lower temperatures, he suggests, or do a really short refresh cycle without any washing powder at all.
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