Wear. Air. Repeat—time to rethink your laundry cycle.

Clothing that cleans itself.

Naturally.

No more over-washing.
No more wasteful cycles. 

Just a knit that looks after itself.

Welcome to a new way of wearing.  

Wear. Air. Repeat.

The Design Behind Less Laundry

Washing isn’t harmless. It’s just habit.  

We’ve been conditioned to treat laundry as default: wear once, wash.

But with the right design—and the right fibre—that logic starts to unravel.

Merino wool is naturally breathable, odour-resistant, and antibacterial. It doesn’t cling to smells. It doesn’t trap sweat. It simply resets. A night of fresh air and it’s ready again. That’s not just convenience. That’s true impact.

Did you know?

• A single load of laundry can use between 50-90 litres of water. (EPA)  
• Washing synthetic clothing releases up to 700,000 microplastic fibres per cycle.(Environmental International)
• The average household does 3-5 loads of laundry a week. That adds up fast.

Just four weekly washes = 12,480 litres of water a year. That’s enough drinking water for one person for 14 years. 

And it’s not just water waste. It’s energy. It’s friction. It’s wear and tear.  

And yet, the industry keeps designing care-heavy clothes: synthetics that trap bacteria and odour, that need constant washing, and that shed plastic into the planet every time they touch a rinse cycle.

The more you wash, the faster your clothes fall apart. 

The Aircare Movement rejects that.

It starts at the fibre level.