Garment care is the cleaning, refreshing, maintenance, repair and storage of clothing to keep it wearable and in good condition.

Laundry is part of that, but it is not all of it.

Sometimes the right care is washing. Sometimes it is airing, brushing, steaming, spot cleaning, repairing or simply leaving something alone.

luur exists to make knowing the difference easier.

Laundry focuses primarily on washing clothes, while garment care considers everything needed to maintain clothing throughout its life.

That includes knowing when not to wash something.

A silk blouse, wool coat, cashmere jumper and cotton T-shirt are not the same object. We do not think caring for them should be treated as though they are.

“Wash less. Care more.” is luur’s approach to clothing care: wash clothes when they need washing, while using other forms of care when they do not.

It does not mean never washing your clothes.

It means moving away from automatically putting something in the laundry basket simply because it has been worn.

Look at it. Smell it. Understand the fabric. Then decide what it actually needs.

No, many clothes do not need to be washed after every wear, although how often a garment should be washed depends on the garment, fabric, how it was worn and whether it is actually dirty.

Underwear and clothes worn close to the body are different from coats, knitwear or something worn briefly over another layer.

There is not one correct washing frequency for an entire wardrobe.

That is why we would rather help you make the decision than give you another arbitrary laundry rule.

Reducing unnecessary washing can help limit some of the wear clothing experiences through repeated laundering, including friction, heat and drying.

But “never wash your clothes” is not the answer either.

Good garment care is about giving a piece of clothing what it needs, when it needs it.

Our aim is longer-wearing clothes, not dirtier ones.

Clothes can often be kept in use for longer by washing them appropriately, treating stains quickly, storing them correctly, repairing damage and following care suited to their fabric and construction.

The useful answer, unfortunately, is: it depends.

Silk does not behave like cotton. Knitwear does not behave like tailoring. A moth hole and a coffee stain are different problems.

That is why we are building clothing-care guidance alongside the things we make.

Clothes that have been worn but do not need washing should ideally be aired before being returned to the wardrobe or stored for another wear.

And yes, we know where they usually go.

The chair. The end of the bed. The bannister. That one suspiciously overloaded hook.

In our research with 507 UK women, 75% told us they have somewhere clothes sit between worn and washed.

Wardrobe purgatory is apparently a shared experience.

Clothing care helps maintain the appearance, condition and usability of the clothes you already own.

Fashion does not end at the checkout. If you searched for the perfect vintage jacket, saved for a cashmere jumper or found trousers you want to wear twice a week, knowing how to look after them is part of owning them.

The most sustainable clothes are already in your wardrobe. Our job is to help keep them there.