Tips on washing wool the easy way

Wash wool the easy way

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Two New Yorkers left their high-profile jobs in the fashion industry to roll up their sleeves and dish the dirt on doing the laundry.

Sick and tired of clothes not being treated with the respect they deserve, Gwen Whiting and Lindsey Boyd started The Laundress, saying goodbye to dry cleaning and hello to hassle-free, stain-free laundry.

Lindsey Boyd and Gwen Whiting of The Laundress


After years of working at Chanel and Ralph Lauren, Gwen Whiting and Lindsey Boyd not only collected fabulous wardrobes, but also costly bills at the dry cleaners. Seeing a niche in the apparel care market, these two entrepreneurial women saw a need for education on home laundering, as well as a safe and cost-effective way to achieve this.

“Now, 10 years later, we are empowering our clients to wash their clothes themselves - which ultimately is better for them, their clothing and their wallets,” explains eco-friendly New York-based company The Laundress co-founders Gwen and Lindsey.

Caring for your precious wool garments does not mean laborious time spent at the wash basin hand-washing luxurious knits, or costly trips to the dry cleaners every time laundry needs to be done.

The Laundress is helping take the chore out of doing the laundry, spreading the message that wool can and should be washed – and can be done from the comfort of your own home.

“Wool is not only highly washable, but is best cared for by washing,” The Laundress.

“The biggest misconception about wool is that it is Dry Clean Only,” says Gwen and Lindsey.

“Wool should be washed and is best when washed. The general lack of understanding of how easy it really is to clean is the largest education gap that we are committed to filling. With a few guiding principles, and with our Woolmark-certified Wool & Cashmere Shampoo, it is really very simple and ultimately so much better for the garment.”

The Laundress Wool & Cashmere Shampoo gained Woolmark Apparel Care certification after it was independently tested to ensure it will clean clothes without causing a loss of colour or damage to the fibres. After all, your beautiful, soft, luxurious Merino wool clothing deserves to be treated with respect to ensure the ‘as new’ look is retained after each and every wash.

According to The Laundress, the Wool & Cashmere Shampoo is a highly-concentrated formula which is non-toxic, biodegradable and allergen-free, and is suitable for both hand and machine washing. The Laundress claims the product is formulated not only to gently clean old, new and previously dry cleaned wool items, but also to preserve yarns and provide a beautiful finish.

“Caring for your clothes is important not only for general care, but also helps preserve treasured wardrobe pieces. The bottom line is, you can keep your clothing in amazing shape for a long period of time - just by washing it properly.

“Our first top-selling product being Woolmark approved is a notable achievement for our company and an important milestone in spreading our philosophy that wool can and should be washed.”

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