Meet Swash, a $500 Garment-Refreshing Machine to Delay Dry Cleaning

The stigmas surrounding re-wearing clothes -- especially among business people with capsule wardrobes -- are significantly lessening, maker Procter & Gamble said.

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By Geoff Weiss • Aug 8, 2014 Originally published Aug 8, 2014

Opinions expressed by Entrepreneur contributors are their own.

Ever feel as though your business attire is slightly too stinky or wrinkly to re-wear -- even if a trip to the dry cleaner isn't quite yet necessary? Procter & Gamble is bringing to market a brand new device, the curiously-named Swash, to suit this very need.

Priced at $500, P&G likens the machine to a "microwave" for clothes, reports The Wall Street Journal, in the sense that it seeks not to "replace laundering or dry cleaning…just delay them."

The machine sprays fluids from gel-filled Tide pods -- priced at $6.99 for a pack of 12 -- onto garments to remove wrinkles and odors and restore fit. The Swash then dries each item -- at four feet tall, it is large enough to fit one extra-large men's suit jacket -- in 15 minutes or less using thermal heating technology.

"Say goodbye to excessive washing, drying, steaming, ironing and dry-cleaning," the company writes on its website, "and say hello to living life unhampered."

Related: 3 Unusual Ways Smart Tech Meets Fashion

With Swash, P&G says it is targeting a brand new demographic, which it has termed "re-wearers."

"Two decades ago," P&G's research director, Mike Grieff, told the Journal, "the idea of wearing clothes several times before washing them had a negative stigma." Now, especially among business people with capsule wardrobes of high-quality items, the pragmatics of re-wearing have become more socially acceptable.

It remains to be seen, however, whether the Swash will forge a brand new phase in users' clothes-caring routines -- especially at such a steep cost and considering its rather limited claims.

Created in collaboration with Whirlpool, the Swash is currently available at Bloomingdale's and will roll out to other retailers next month, P&G said.

Related: Banana Republic Thinks Your Typical 'Startup Guy' Should Dress Like This

Geoff Weiss

Former Staff Writer

Geoff Weiss is a former staff writer at Entrepreneur.com.

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