Cold water is more gentle on your clothes, and it conserves energy, which is great for the planet – and your wallet. Consequently, you will extend the lifespan of your favourite garments, towels and those sheets made from egyptian cotton by skipping old rules about cold water for darks, hot water for whites and insanely hot water for bedlinen. With help from new liquid detergents (like The Singular Society series) and modern washing machine technology you can keep it cool all the time (almost) and still get the desired effect.

Wools, including cashmere and merino, are prone to felting and shrinking when washed, so treat them with care. Use ”Delicate wool & cashmere detergents”, a garment bag, your washing machine's wool program, 30 degrees max, short washing and no centrifuge or tumble drying. Then lay it out on a bath towel on a flat surface and let it dry, letting the towel absorb all of the water. Make sure to not stretch it. You can also wash cashmere by hand.

We do love soft clothes. So we developed a conditioner that’s safe to use and kind to our planet: non-toxic, organic and biodegradable. It’s also free from petroleum, phosphate and the controversial chemical phthalate. With that said: to increase the lifespan of your clothes you should avoid using conditioner on certain garments and fabrics such as athleisure, water-resistant items and synthetic fabrics like polyester or anything containing elastane and nylon. The conditioner can also reduce the absorbency of your towels if you over use it.