Author: François Piquion

Posted on June 18, 2025

Discover the 2024 GINETEX Barometer

Latest report reveals current textile care habits in Europe

Posted on by François Piquion

The fifth edition of the Ginetex Barometer is now available online. Conducted by the esteemed market research and consulting firm IPSOS, the barometer provides an in-depth look at the latest textile care habits in seven European countries: France, Spain, Germany, Italy, Sweden, the Czech Republic, and the United Kingdom. From evolving priorities to cultural distinctions, the report is full of fascinating insights, including the following:

 

Change lies ahead for the care label

As consumer habits evolve, the format of the care label is as well. The vast majority of respondents (75%) feel that having written instructions in addition to the care symbols would be very useful. This is especially clear when it comes to delicate fabrics, about which 80% of European consumers say they would appreciate having more in-depth instructions included on the label. Interestingly, most consumers (58%), including younger generations, prefer to maintain physical labels rather than switch to digital ones.

 

Continued growth for second-hand clothing

Driven largely by increased environmental awareness among young people, the second-hand clothing market has enjoyed rapid growth over the past decade—a trend that shows no sign of slowing. More than 50% of those surveyed purchase second-hand clothes once every six months, especially in the UK (62%). Unsurprisingly, younger buyers are particularly likely to purchase second-hand clothes: 70% are between the ages of 18 and 24, compared to only 43% being age 45 and over.

 

Price matters more than ever

Balancing cost and quality lies at the forefront of the decision-making process across the countries surveyed. Price sensitivity when it comes to clothing is especially pronounced in Italy (76%), while value for money is now a key criterion for 56% of all European consumers. Overall, clothing quality is gaining importance throughout Europe, having risen to 55% in 2025 versus 52% in 2023.

 

Care instructions are important

Consumers read the labels on their clothing and expect the instructions to be clear, with 82% of Europeans considering care instructions to be an important part of the label. Textile composition is also of special interest to 76% of Europeans, which testifies to the rising importance of transparency in the decision to purchase. For 63% of consumers, environmentally-friendly cleaning instructions are key as well.

 

Budgetary concerns influence laundry habits

Washing, drying, and ironing habits show the impact of the wider economic context, with 86% of respondents saying they are careful not to exceed the recommended dosages of detergent, primarily for economic reasons, followed by environmental. Similarly, low-temperature washing is the preferred setting for most respondents (84%), mainly to save money (55%) or reduce their ecological impact (29%). Finally, whether to lower their energy bill or improve their sustainability, most Europeans prefer to hang their laundry out to dry.

 

To read the full GINETEX Barometer, please click here.

Posted on April 11, 2025

Laundry through the ages

Prehistory to Antiquity

Posted on by François Piquion

This article is part of our short series, “Laundry through the ages.” Last time, we took a quick look at laundry’s fascinating evolution across the centuries. In this second installment, we discuss the earliest evidence of clothes cleaning practices that history has left us. Enjoy!

 

Prehistory

By definition, the prehistoric period predates recorded history. This means that our ancient ancestors unfortunately did not leave us any handy tips on how to clean wooly mammoth pelts. However, absence of evidence is not evidence of absence and we do know that the key factors necessary for doing laundry were all present in prehistory:

 

Prehistoric humans generally had access to natural cleaning substances such as sand, ash, or animal fat, as well as to plants with soap-like properties; they had access to water in the form of rivers, lakes, and natural springs; they had access to rocks and wood with which to beat or rub clothing to break down stains; and they had access to warm sunshine for outdoor drying. Nevertheless, the nomadic and often precarious lifestyle of the time likely meant that having clean garments was not a major concern.

 

Antiquity

Ancient civilizations were more interested in hygiene than their prehistoric predecessors. The ancient Babylonians appear to have been the first to use natural soap; the earliest recipe is inscribed on a clay tablet from around 2800 BC. The ancient Egyptians used soap made from a combination of animal and vegetable oils and salt, along with natron, a mineral alkali that acted as a purifying agent. In ancient China, clothes were washed using ashes obtained from plants and shells, which served as a potent natural detergent.

 

The ancient Greeks highly valued cleanliness and are credited with the invention of a very early form of the shower, but it was the Romans who ultimately gave soap its name. According to legend, rain water running down from Mount Sapo, where animals were sacrificed, blended with animal fats and wood ashes to form a mixture that proved to be beneficial for clothes and skin.

 

But the Romans didn’t stop there—they also developed the ancestor of the laundromat. Known as fullonicas, these establishments soaked dirty clothing in large basins filled with water and urine, whose high ammonia content functioned as a natural cleanser, along with natron and various kinds of clay. Workers known as fullones stomped on the clothes as they soaked in order to extract a maximum amount of impurities. The items were then wrung out, sun-dried, brushed, and could even be whitened using a fine white chalk known as Cimolian earth.

 

In conclusion, while advances in technology have certainly made the laundry process faster and more practical than it once was, the process itself has been around for nearly as long as clothing.

Posted on March 17, 2025

Forever young

How to keep your clothes looking their best, year after year

Posted on by François Piquion

Have you made any resolutions for 2025? More exercise or more sleep, less procrastination or less sugar? One resolution worth considering is to take better care of your clothing! Why? Because with the proper attention, you can extend the lifespan of your garments—and that means you can keep them longer and upcycle them more easily. Your actions will also have a positive impact on the planet: you’ll consume less water and less electricity while generating less waste. To learn a few simple, sustainable ways to prolong the lifespan of your wardrobe, read on.

 

Tip #1: to clean or not to clean

Do you wash your clothes after every wearing? You probably don’t need to. Over-laundering is one of the surest ways to accelerate garment aging. Whether your clothes need cleaning or not depends on their type and usage. For example, your socks should be washed after one wearing, but outerwear like sweaters can be worn several times before needing to be cleaned.

 

Tip #2: take it easy

Some clothing, such as athletic wear or heavy-duty work clothes, need deep cleaning. But for everyday items like shirts and jeans, the 30°C gentle cycle is the best choice if you want to keep your clothing as shapely and colorful as the day you bought it.

 

Tip #3: go for the flip side

You may know that clothes with decorative elements like sequins or printed designs should be washed inside out, but what you may not know is that all clothing benefits from this technique. By flipping your clothes inside out, the front surface experiences less friction, which goes a long way toward prolonging your garment’s life.

 

Tip #4: roll up your sleeves

For your more delicate items, prefer hand washing. Lingerie, hosiery, and fine fabrics should be kept away from the washing machine in order to avoid being stretched, shrunk, or damaged. Just fill your sink or a similar container with cold water, add gentle detergent, and allow to soak for 15 minutes. Rub gently, rinse well, and roll or pat with a clean, dry towel to absorb excess moisture. Hang to dry.

 

Tip #5: play it cool

The heat and friction of tumble drying may shorten the lifespan of your clothing due to fading, pilling, or shrinkage. Even if your clothes label indicates that machine drying is a possibility, try to use it sparingly. A more sustainable option is line drying outdoors in the sun, or indoors on a drying rack. Bright colors and a preserved shape will be your reward.

 

For more tips on how to care for your favorite clothes and linens, visit our special fabrics section.

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