UK – Responding to growing interest in sustainable fashion, Kair is launching a range of specialised detergents, fabric softeners and garment fresheners. While many traditional laundry formulas are unsuitable for fabrics like silks and delicate cottons, the brand is enabling such products to be washed at home.
By offering solutions for specific purposes, with one cleaner being for activewear, for example, Kair also expands the lifespan of people’s wardrobes. Sally Hughes, founder of Kair was inspired to create the brand while hosting a pop-up for fashion brand Rixo. She says: ‘In the space of six months...I saw more customers coming in and asking about clothing care, fabrication and sustainability than I’ve seen in five years.’ This growing demand for more sustainable approaches to clothing is therefore requiring more targeted solutions for Conscious Aftercare.
As demands for sustainable fashion solutions continue to grow, brands must take responsibility and support consumers through products and services that allow garments to be kept for longer.
Laundry brands should develop formulas that are appealing and easy to use. Consider teaming up with sustainable fasion companies to communicate the importance of investing in appropriate garment aftercare