The rise of the 'no-wash' movement

There's a growing cohort of people who believe in washing clothes less – or not at all. Matilda Welin talks to the 'no-wash' and 'low-wash' believers. . Subjected to centuries of sexist laundry advertising, women would be less responsive to the idea of not washing their clothes, he theorised, and research backed him up, showing that, with women, environmentalism was a more effective reason to give Today, the Wool& brand sells merino wool dresses with the help of a"challenge" where customers wear the same dress every day for 100 days A common takeaway from challenge-takers is"the decreased laundry that comes along with wearing merino daily", according to Rebecca Eby from Wool& One of Wool&'s customers is Chelsea Harry from Connecticut, US"I grew up in a house where you wash everything after one use," she tells BBC Culture"Towel after one use, your pyjamas after one use" One summer, Harry lived with her grandmother, who taught her to put her pyjamas under her pillow in the morning and wear them again the next night Later, she met her husband, who, she says,"hardly ever washes any clothes" Then, during the pandemic,.