Applying Fibrescience to your wardrobe

Latest research suggests lack of awareness about washing procedures leads to shorter lifeline for clothes.

BERLIN: With globalisation and easy access to knowledge, producers and the consumers of their products have become more aware about what goes into the making of their goods. And moreover, what is good and what is bad for their experience. To give a sneak-peak into how consumer and producer knowledge can be evolved Protor & Gamble (PnG) Europe in association with Premiere Vision organised a two day briefing in Berlin to share their research with designers, journalists and fashionistas from all around the world.

Dr John Turner, R&D Director for Fabric Care Europe, India, Middle East and Africa, spoke about how people don’t care enough for their clothes resulting in an early wearing and tearing of their favourite piece of wardrobe.



“The simple fact is that the life cycle of our clothes is cut short because they are not cared for properly,” Dr Turner said during his presentation.

He further elaborated that basic things like not washing clothes as per the prescribed method can lead to the consumer discarding their preferred clothes too early. And mostly the person is not even aware of how dirty his or her clothes are because the stains are not visible to the naked eye.

“About 70% of the soil is invisible. Dirt is sticky and it can bring a grey veil on your cloth,” said Dr Turner. His theory was further concurred by the Ariel team at the event, where they showed soil residues on clothes that were only visible with UV light.

Dr Turner shared a three-step-process by which the life-line of your day-to-day clothes can be increased and the quality maintained.

Fibre purification

Deep-down cleaning capture of seen and unseen impurities and odour-causing agents imbedded deep within the fibres can lead to fibre degradation and clothes that appear dull and dingy.Fibre purification is achieved through a P&G proprietary blend of targeted surfactants, enzymes, and cleaning polymers contained in our advanced cleaning products.



Fibre preservation

Beginning with the optimisation of wash renditions, the prevention of dye loss and transfer, and re-desposition of soils in the wash onto the fibres.

Fibre restoration

Achieved through untangling, aligning and polishing of fibres to remove soil-bidning parts that are a cause of fibre damage and fabric aging and dulling.

Fibre beautification

The process of enhancing colour vibrancy and brightness of clothes, as well providing fresh scent of ‘clean’.

“Our latest advances in fibrescience are focused on preserving and prolonging the original integrity of the colour, texture and shape of clothes so they retain the qualities that made you fall in love with them in the first place”, Turner said.

Published in The Express Tribune, December 13^th, 2014.

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