The Next Big Thing in Fashion? Not Washing Your Clothes.
‘We risk turning the customer off by making them feel like we’re suggesting they be less hygienic. We’re going up against years of cultural conditioning here.’
By Elizabeth Segran
I have a confession to make: I’ve been wearing the same black T-shirt every single day for two weeks now and I haven’t washed it yet. Anybody who knows me will realize this is very out of character. I’m a laundry addict. I get inordinate pleasure out of transforming my toddler’s mud- and applesauce-covered clothes into freshly laundered, neatly folded piles. And yet, I may hold off on washing this T-shirt for another few weeks. It miraculously looks (and smells!) like it was just cleaned. This $65 T-shirt is made by a startup called Unbound Merino, founded in 2016, that creates wool travel clothes that can go weeks without being washed.
Unbound is part of a broader wave of startups designing clothes that require less laundering. An eco-friendly brand…
