Allthough we loathe laundry we certainly love our fashion and style. 2020 however, was the year that made everyone more conscious and in many ways intentional. Consumers spent time purging, reflecting, saving and learning. With this came:
- A huge influx of dontations to thrift stores
- Google searches surged for how to sew
- Online tutorials on how to redefine yourself and focus on what really matters
- TikTok life hacks about everything under the sun
- Netflix binges of documentaries like The True Cost & Minimalism which highlight the overconsumption relationship we have with clothing and what the consequences of “Fast Fashion” are.
- The hatred of skinny jeans and the re-discovery of the 90’s
- And lots of shopping, but maybe not in the way you think. Enter Poshmark, Offer-Up, ThredUp and the list goes on.
Let’s dig into why all this matters when it comes to Laundry:
Young shoppers are adopting secondhand fashion faster than any other age group.
“The kind of instant gratification represented by so much of fast fashion increasingly seems simply wasteful. Understanding what you have that has lasted (and why it has lasted) will help you make better decisions later.” New York Times
The need to make masks at the beginning of the pandemic has spawned new found interests and with that the ability to look at fashion differently. What once was trash is now an opportunity to apply new talents and give old garments new life, a little mend here, a little patch there, a full transformation from a dress to a romper, or BYO (Be your own) Tailor with completely bespoke designs. And with that you can bet no one is going to show up to dinner wearing the same dress bought off the rack at the mall.
Another shift in consumers relationship with clothing became about supporting local, and nothing is more local than your neighborhood thrift shop or flea market. The deals, the finds, the experience!
What does all this mean?
Laundry still remains uncool, but your moms jeans hopefully stood the test of time because they are worth money online. Detergants are going to need be formulated to take extra care of the well worn styles that we all thought were tucked away in our memories.
Educating customers on an ingredient such as Cellulase, benefits both the consumers and formulators as it highlights the color preservation and pilling prevention that goes beyond standard detergents claims. Delivering a premium detergent to keep vintage looking newer longer equals a higher resale value. Besides who doesnt like to say, “This old thing?”
BioTouch FCL275 – Cellulase
Naturally derived enzyme added to liquid detergent formulations that is effective in lower temperatures to aid in color retention, and reduce pilling well worn fabric even in high friction areas.