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.
