Clean Clothes, Clear Conscience: How Dylon Detergent Is Revolutionizing Laundry
Post-Brexit, the United Kingdom (UK) continues its search for inspiration. Amidst inflation and environmental uncertainty, lifestyle choices have become increasingly selective. Even mundane tasks like doing laundry are now debatable. What does your wash day look like in 2024? Are you mindful of using non-toxic products? Do you follow a routine or adopt a more relaxed approach? It's time to reimagine our relationship with laundry.
It's no secret—laundry is one of fashion's biggest 'frenemy.' It hasn't seen a revolution since the Tide Pods. Historically, the art of laundry was tied to nature. Early practices involved natural streams of water and flat rocks to remove dirt, stains, and odors. In some cities, public laundry houses were constructed to facilitate this process. As society advanced its understanding of health and hygiene, the washboard emerged as a popular household item. The first electric-powered washing machine made its debut in 1908, marking another shift. Before detergents, soaps made from tallow, lye, and water were the norm. Today, the array of choices for detergents, washers, and dryers is vast. While the sounds and smells of our laundry routines can be comforting, the current global crisis demands a reevaluation of how we care for our clothes.
Our digitized world makes overconsumption easy. Online shopping and rapid delivery may provide immediate gratification, but they take a toll on the environment. The fashion industry alone is responsible for 2.1 billion tons of greenhouse gas emissions annually. Reducing the amount of clothing we buy and maximizing the reuse of what we already own are key actions for decreasing our carbon footprint. More importantly, the products we use to care for our garments play a crucial role in sustainability. Enter Dylon , a science-backed detergent brand that functions like skincare for your clothes. Dylon is now making its debut in the UK and Ireland, promising to change the laundry game forever.
Dylon's new detergent is part of a larger sustainable campaign by its parent company, Henkel. Launched in 2018, Henkel's #RethinkNew campaign aims to promote a fresh perspective on fashion. Rather than buying new items, the campaign encourages renewing existing wardrobe pieces with scientifically tested formulas. Six years later, #RethinkNew was the motto for its fashion event held during the latest season of Copenhagen Fashion Week. "Copenhagen is one of the most sustainable cities in the world, and that's why we really wanted to take part in the first place," said Nikki Vadera, Marketing and Digital Director at Henkel. "The event has a heavy focus on making sustainable changes in the fashion industry, so the collaboration for Dylon's #RethinkNew event, which championed how pre-loved clothes can be styled innovatively, allowed us to come together seamlessly to support that message."
On display was a live microscopic demo of how the detergent works, an interactive exhibition, and, most excitingly, a sustainable fashion show curated by sustainable stylist and new Fashion Director Victoria Lee. This wasn't your typical fashion show. On the runway, 15 influencers from over 10 different countries were styled by Lee in pieces each influencer already owned. "This is more of a celebration of personal style to show that sustainable fashion can be for any aesthetic," Lee said. "Whether you're minimalistic and simple or if you love a bit of color, you can bring pre-loved clothes and make them completely new by taking care of them." Some runway standouts included a teddy bear bag that took 15 hours to create and a look reworked using a nurse's scrub. During the styling process, Lee washed the items using the detergent.
After just 10 washes, the detergent restores colors, removes bobbles, and smooths fibers, extending the lifespan of your clothes and reducing the need for new purchases—an essential aspect of sustainable fashion. "One of the highlights is just getting to showcase how incredible sustainable fashion can be," Lee said. "We're so conditioned to add to cart and get it in the morning. We should be appreciating our clothes like an investment. Take stock of what's in your wardrobe and how you can represent or style it differently."
These formulas are a good place to start your sustainable fashion journey. There are three: Color, Dark, and Sport. Each is suitable for different types of clothing, but overall, it works best on high-cotton and high-viscose fabrics. The Color formula works for all colored clothes and is available in a premium and floral scent, Blossom. The Dark formula, available in the same scent, works for dark clothing. The Sport formula works for activewear and removes foul odors that tend to build up during exercise. The triple-renew technology found in the Sport formula helps retain elasticity while restoring breathability of older fabrics.
By creating new looks with renewed clothing, you contribute to sustainable fashion. Plus, the product's eco-friendly ingenuity pushes the earth-preservation conversation among competitors forward. The formula is based on over 95% biodegradable ingredients, the bottle is made from over 50% recycled plastic (the second highest in the UK), and it's fully recyclable. "We have a carbon-neutral footprint. We've got zero waste from plant to landfill," Vadera said.
The detergent is designed to be a gentle wash, achieved using mild surfactants combined with its patent-pending "renew" technology. Interestingly, 60% of clothes only need a light wash—a statistic Vadera emphasized during the event. "A lot of people wear their clothes for three or four hours and then they go in the wash. Why do you need to use those heavy-stain removal detergents when you can gently clean your clothes?" she asked. Consumer insight played a huge role in the UK launch. Through focus groups, the brand was able to learn how ready consumers were to align with a brand that keeps the environment in mind. "We know the UK is very important to the anti-fast fashion movement," Vadera explained. "A lot of companies talk about sustainability, but we're really walking the talk. We don't see it as a fad. We're talking about changing consumer habits to live and breathe sustainability."
"A lot of people wear their clothes for three or four hours and then they go in the wash. Why do you need to use those heavy-stain removal detergents when you can gently clean your clothes?"
Nikki Vadera, Marketing and Digital Director at HenkelThis accessible approach to maintaining your clothes while being environmentally responsible represents a much-needed shift. Amid rising inflation in the UK, a product like this offers long-term savings and presents an exciting opportunity to rethink your wardrobe. The unique aspect of this detergent is its groundbreaking nature—there's nothing else like it on the market. It's a wonder that we've waited this long for a brand to challenge and break the mold of what a laundry detergent does. "This, for me, needs to sit in your laundry cupboard and should be your go-to every day," Vadera said. "The only time you don't use it is when you've got your heavy-stained clothes. This is disruption—disrupting the category for so many important reasons and I'm so excited."
Clothing has been an integral part of human life for hundreds of thousands of years. Laundry, in some form, has accompanied this journey. We have come a long way from using rocks and water, but there is still much progress to be made towards achieving our sustainable fashion goals.
