Goal: Make clothes last twice as long with half the environmental impact

Today, most people have inherited their laundry habits from their parents.* Or they are following outdated care labels that recommend the harshest treatment a garment can handle.  *

But times have changed and we want to raise awareness of modern ways to care for clothes – such as using lower temperature cycles – that are gentler on fibers in the garments and help them last for longer.

This helps prevent the huge environmental impact of throwing away clothes before they need to be. By inspiring consumers to choose the most optimal way of caring for their garments, their lifetime is prolonged – cutting the environmental impact of aftercare in half.

As well as educating consumers in modern care habits, we will continue to innovate and develop care technologies that put minimal strain on garments to keep them as good as new.

We won’t stop there. We’re also on a mission to educate people on the consequences of fast fashion to inspire them to practice better fashion consumption. We believe everyone can improve the relationship with their wardrobes and learn to love their clothes for longer.

*Electrolux Better Living Report 2019

We’ve long been on a journey to reduce the environmental impact of garment care by making our washers and dryers more energy and water efficient. In late 2020, we were recognized as sustainability leaders by the global non-profit CDP for our efforts to tackle climate change and for the first time for protecting water security.

Going forward, we will continue to innovate to make our products even more environmentally friendly.

To help minimize damage done to the planet, we will also help inspire consumers to make more sustainable choices when it comes to the products and cycles they choose to wash and dry their clothes.

These choices can include the Auto Dose function in Electrolux washing machines which allows precise and optimized use of detergent and softener in an automatic process, or the Steam function which relaxes fabrics, reduces wrinkles and makes clothes smoother.

Recently we’ve also launched a program that cleans clothes efficiently at 30 degrees in under one hour to help busy consumers care for their clothes in a way that is kinder to the planet.

By creating awareness around the environmental impact of caring for clothes, we hope to ignite change on a global level.

We know that many people are unsure of how to care for fabrics such as silk, wool, cashmere, sequins and outdoor wear. Our mission is to discover new care methods that make it possible for consumers to care for all delicate fabrics without a trip to the dry cleaners.

As well as being gentle on both garment and planet, our priority is for these new methods to be easy and intuitive for the consumer to encourage them to adopt new behaviors.

To achieve this, we will explore new solutions, technical innovations and fashion industry collaborations so that all fabrics – the ones we have today and those that will come in the future – can be efficiently yet gently cleaned at home.

We will shine the spotlight on these new methods so consumers know there is no such thing as a garment that can’t be cared for at home.