Blog

The inaugural Daily Telegraph Responsible Fashion Forum took place on June 18th 2019. It attracted many brands, many suppliers and a great array of speakers. The conversations taking place could be summed up in three words, “Forward Thinking Fashion.” The purpose of GreenEarth attending, was to see the level of conversation around garment aftercare. Quite often people want to discuss the ethics of manufacturing design and production, but not often do they want to talk about how you can make clothes last longer, Therefore, avoiding clothing going into landfill. The brands who attended included Stella McCartney, Burberry, Zara and many more. It was impressive and interesting to see a large range of subjects being discussed in a panel style format. The topics included ‘How to impact change throughout the value chain’, ‘Evaluating the lifecycle of a garment’, and ‘Changing attitudes towards post-consumerism in sustainability’. Some of the contributors on panels included Peter Maddox of WRAP, Amy Jackson of BCI and Mary Creagh M.P. who has led the Parliamentary group on fashion sustainability. On that particular day, the UK government had rejected all the findings of the committee, much to the dismay of Mary. As suspected, there was a gap when it came to sustainable after-care. There was a significant focus was on production and recycling, but not a lot on what happens in between. I took it upon myself were appropriate, to ask questions about making garments last longer, adapting the type of question to the discussion area of the panel. Listening to the conversations around this, lead to interest from brands and manufacturers to find out more. It was good to see that many areas of fashion sustainability and ethics being discussed and demonstrating some great improvements. If there is to be a solution that is both environmentally and financially sustainable, brands MUST change the operating model that they work within. Whilst it’s understandable that there is not a huge appetite to make less close from a commercial point of view, we cannot continue to produce a surplus of clothes, fill wardrobes with unworn clothes, and see such high levels of clothing go to landfill. Education is key within the industry… and not just its consumers.

AATCC has won yet another Tabbie award for an in-depth feature article, published in the January/February 2018 issue of AATCC Review, written by feature writer Craig Crawford. Crawford chairs and presents at numerous fashion and retail tech events, where he connects global industry leaders and technology innovators. He advises fashion tech startups in both the UK and US. His articles, videos, and webcasts appear on both sides of the Atlantic. The annual Tabbie Awards are sponsored by Trade Association Business Publications International (TABPI). More than 400 editorial and design entries were submitted for the 2019 contest, with nominations coming from Australia, Canada, New Zealand, Singapore, South Africa, the UK, and the US. This latest award is a welcomed addition to the many previous Apex and Tabbie Awards for writing the Association’s publications have enjoyed over the years. “Is Retail Broken?” was a “top ten” award winner and represents the Association’s 20th award for writing or publication design. As well as publishing original features on major topics of interest to professionals in the textile, apparel, and related industries, AATCC Review also contains technical articles, and AATCC news and information. Launched in January 2014, the AATCC Journal of Research, a sister publication, is exclusively for peer-reviewed research papers. Click here to read the award-winning article. Click here to see all the 2019 Tabbie winners for Feature Articles.

Up until last month, I’d spent close to two years at GreenEarth learning about the Clean Show and how it’s an opportunity to both meet fresh faces in the industry as well as reconnect with our Network. After all, in our founding year of 1999, this is where it all truly began. So when I stepped foot into the Ernest N. Morial Convention Center in New Orleans on the first day, I felt pretty confident and well-prepared by those on the GreenEarth team who already knew the ropes. But there was a small part of me that was still worried. It was like I had an angel on one shoulder and the devil on the other as I walked back to our booth. I was a marketer, not a dry cleaner. And what I did know about dry cleaning from my time with GreenEarth, would I even be able to speak to it in the heat of a conversation with a lead who had 20 years experience on me? I let those doubts pass, though, and as attendees began to filter in, in-depth discussions came more naturally than I initially anticipated. If a question arose I couldn’t answer, I had the peace of mind that there was a great, knowledgeable group of people around me who I could turn to. While there was some remark from exhibitors that attendance was down compared to past years, it seemed like we were bringing in really genuine prospects. Both new and seasoned owners understood it was time for a change from traditional dry cleaning methods. One of the highlights of my time at the Clean Show was meeting Affiliates in person I’d only spoke to over the phone or communicated with via email. There was this unmatched feeling to finally having the chance to put a face to a voice. Getting to know those faces even better in a more relaxed setting at our Affiliate Reception at the House of Blues was kind of the cherry on top to the whole thing for me. We often refer to ourselves as the “GreenEarth Family,” and after witnessing and photographing a GreenEarth party in all its glory, that designation has never rang truer. It was a reunion in every way, shape, and form—too many hugs and joyful exclamations to try and count. The Clean Show was the culmination of our 20th anniversary, so what better way to celebrate than surrounded by those who have joined us in our journey and remained advocates of the GreenEarth vision?! Ultimately, I think we all returned back home pleased with what we were able to accomplish in just a few days time. It may have been GreenEarth’s 10th Clean Show, but we also tried some ideas we hadn’t before. We held a press conference to announce our partnership with the Plastic Soup Foundation and PlanetCare, used Facebook Live to share demos by our technical team, and featured a photo booth at our Affiliate Reception decked out with green props. That’s the thing about working for one of the industry’s most innovative companies—there’s always a new approach to take. See you in Atlanta come 2021!

The Plastic Soup Foundation has been at the center of efforts to stop the plastic pollution of our oceans. Efforts to remove macro-plastic waste have begun and are highly visible. However, millions of microplastic fibers are released into the world’s wastewater treatment systems when garments containing synthetic materials, such as polyester, nylon, or acrylic, are laundered. This plastic poses an equal danger to our oceans’ ecosystems as it enters the food chain at the micro level. The Plastic Soup Foundation based out of Amsterdam and GreenEarth Cleaning based out of Kansas City, have entered into a long-term agreement to test and install washing machine filters designed and manufactured by PlanetCare based out of Ljubljana, Slovenia, capable of removing microplastics from laundered items. These items, when laundered, release millions of plastic micro­ fibers down the drain through municipal waste water treatment systems and ultimately into our world’s oceans. GreenEarth Affiliates wash some 25 million shirts annually in the United States, and as the largest provider of retail laundry services in the Americas, GreenEarth has been appointed Plastic Soup Foundation’s exclusive service partner in a three-way program between Plastic Soup Foundation, GreenEarth and PlanetCare designed to help keep microplastics out of our oceans. GreenEarth has performed alpha testing on PlanetCare’s initial filter designs and is scheduled to begin beta testing at selected GreenEarth locations in California this summer. A U.S. national rollout is scheduled for 2020. Maria Westerbos, Founder & Director of the Plastic Soup Foundation, said, “We’re excited to enter into this joint effort with GreenEarth and PlanetCare as we continue to seek ways to meet our mission of having no plastic waste in our water!” While we have been focused on achieving maximized sustainability in dry cleaning over our 20 year history, we welcome the opportunity to turn our attention to the emission problems associated with the laundry side of our Affiliates’ business. We intend to provide operational and financial support for Plastic Soup’s overall mission. Mojca Zupan, President of PlanetCare, said “PlanetCare is a leader in providing microplastic filtration, and we welcome the opportunity to join forces with the Plastic Soup Foundation and GreenEarth Cleaning as we work to find ways to help make the elimination of microplastics from washing machines a reality.”

With less than three weeks under my belt as part of the GreenEarth Team, I stepped foot onto the Clean Show floor for the first time bright-eyed and bushy-tailed. And man, I have to be honest, I was blown away. Let’s just say, that is not what your customer envisions when they hear the words “dry cleaning.” It is quite the spectacle, and what an exciting introduction into the industry! Digital marketing is a world I understood, but I was eager to learn everything I could about dry cleaning to better serve our Affiliates as well as the GreenEarth Brand as a whole. Lucky for me, I was surrounded by the incredible team at GreenEarth to show me the ropes. Over the last four years and some months, I’ve learned invaluable lessons from not only our team here but also our Affiliates around the globe. As I grew to understand the work and passion that has gone into building the brand that is GreenEarth Cleaning over the last 20 years and how much that brand means to our Affiliates and their customers, my own passion for the brand grew. I can recall discovering some misinformation on Wikipedia in my first couple of months and entering into a “wikiwar” with one of their content managers. My blood was boiling and I could feel the steam rolling out of my ears. That might be the moment when I realized this was a brand I really cared about and felt compelled to do my part in its continued growth. Preventing toxic chemicals entering the environment, reducing landfill waste, and eliminating air pollution are goals GreenEarth Cleaning set out to achieve 20 years ago. Sharing the desire to minimize our carbon footprint has been the key ingredient in building our brand, not only in the garment care industry but also in the garment manufacturing industry, the commercial real estate industry, and especially in our efforts marketing to the dry cleaning customer—the end user. We are seeing more and more care labels recommending GreenEarth, more and more landlords accepting GreenEarth as the only dry cleaning option on their properties, and more and more customers searching for cleaners near them using GreenEarth on our Store Locator. We’re accomplishing this recognition through social media, PR, digital ad campaigns, philanthropic efforts to support organizations like Bridging The Gap, Big Brothers Big Sisters, and Water.Org, and most importantly, our Affiliate Network. Over 2,000 dry cleaners around the world using GreenEarth to effectively clean all types of garments and fabrics in a way that is safe for them, their employees, and their customers kind of says it all. Long story short, my experience in marketing and digital advertising led me to GreenEarth, and I couldn’t have planned it better myself. I get to work with an amazing team of people, the best dry cleaners in the world, and do what I love to do. When the product speaks for itself, it makes the marketing guy’s job a lot easier!

When I graduated in the 1990s, I never thought I’d have been working in the dry cleaning industry for nearly 15 years. And those years have been really interesting, full of so many journeys, both literally and figuratively. My GreenEarth journey started with Johnson Cleaners, the largest GreenEarth Affiliate. At that point in 2005, 75 percent of their stores were operating using perc. The initial trial using GreenEarth had just been completed in all the Scottish (UK) branches. And the rest, as they say, is history! Johnsons always saw GreenEarth Cleaning as the solution to suit them, knowing some of the legislative changes that were underway and the size of their retail estate. Sure, there were some changes for the branch teams to get used to, but as time went on and a better understanding of the product range took hold, GreenEarth soon became part of the Johnsons core proposition. During my 10 years at Johnsons, I saw the conversion of 100 percent of their machines to GreenEarth, the rebranding from blue to green to reflect the full adoption of GreenEarth, plus a number of sustainability awards. Fast forward to 2015 when I joined GreenEarth as Sustainability Director—a varied role that has allowed me to see the other side of the coin. Over the years, I have developed strong relationships with the team. And like the solution, they care for people, the planet, and the clothes that people wear—truly living the brand! The main part of my role has been dealing with retailers and manufacturers who have a strong presence in Europe but who have a global customer base. More and more are recommending GreenEarth on their care labels and also starting to communicate GreenEarth benefits on packaging, in-store marketing, as well as colleague and customer communication. And the reason is, they carry out testing to examine the performance levels of their garments in GreenEarth versus other cleaning methods, and the results speak for themselves. This gives them the confidence that their customers will be happy with their product and our product, leading to stronger commercial performance. Sometimes, you can pick the CORRECT thing to do or you can pick the RIGHT thing to do; with GreenEarth, retailers and manufacturers do both. I look forward to many years of achievement to come for GreenEarth and its wider family of Affiliates.

“Take care of the animals and the land, and they will take care of you” was a phrase I heard a lot from my grandfather while growing up on his farm. I remember him putting his animals and the land before himself all the time. He always reminded us that taking care of the animals put food on the table or money in the bank, and taking care of the land helped the crops grow and animals thrive. When it was my turn to act on his lessons, I was stuck. I was good with numbers, not horses or corn. So I looked to the company I worked for to continue in his footsteps of taking care of the animals and the land. My first job was with an advertising agency that focused on animal health. We marketed products from flea collars for little dogs, to joint supplements for horses, and pharmaceuticals for every animal in between. After 15 years of working at this advertising agency, I believe I can check the box for taking care of the animals. Next up, taking care of the land was easy when I came to work here at GreenEarth Cleaning. When I first started, I thought GreenEarth was a company only focused on a safer, non-toxic alternative to the traditional dry cleaning method, which has been the subject of environmental contamination issues. But over my five years here, I’ve learned it is so much more. GreenEarth has never stopped in our pursuit of “greening” up the dry cleaning industry. The GreenEarth Process has been tested and is so safe that it is not regulated by the EPA, meaning it is safe for the air, water, and land. GreenEarth has worked on reducing waste that is sent to landfills from solvent filters by promoting Activated Clay Filtration, instead. We have worked with clothing manufacturers to increase the longevity of fabrics to ensure that favorite shirt of yours can last longer and not end up in the trash. We have also participated in clothing drives, planted trees, and held fundraisers for nonprofits like Water.org. For example, the kickball tournament/picnic pictured, where I was able to serve everyone up some burgers and brats on the grill, raised $2,000 for Water.org. GreenEarth has and continues to look for ways to minimize our impact on the Earth, and I believe I can check the other box for taking care of the land.

It IS greener on the other side of the fence… Who hasn’t used the old “The grass isn’t always greener on the other side of the fence” adage when considering difficult decisions in life? Thirty-two years ago I answered a blind box ad in the job section of a newspaper. This adage came into clear focus as I considered responding to an ad that simply stated, “Looking for a person to work the presses, increase sales, hire staff, and keep equipment in shape.” With no knowledge of what the position description meant, I responded. Thinking that the grass was greener on the other side of the fence, I interviewed, reaching for a better life for our family. Allowing fear to be the dominant consideration wasn’t an option, so I accepted the offer and the grass has continually gotten greener through the years. Sure, there have been some of the tan, patchy seasons but never a time where I regretted my decision. I am blessed to have experienced both sides of our industry, as a plant operator and as an allied trades representative. My early years were spent as General Manager of a small chain of package plants, drop stores, and commercial real estate. Those early formative years provided me with a steep learning curve and reward that convinced me that indeed the grass was getting greener in the textile care industry. An opportunity provided by a good friend trained me in the capital goods sales field of equipment and design and layout for laundries and dry cleaning plants. While it broadened my view of the textile care industry, I also experienced the great need for attention to detail to professionally serve the dry cleaning industry as allied trades servants. These experiences revealed that not only was it greener in the dry cleaning industry, but that many people helped me gain knowledge, skills, and confidence to help me grow personally and professionally. It was at this point that I saw that certain key players were not just in it for the money but had the vision to ensure the industry would be sustainable in the long view, or put another way—they wanted to keep the future path green and vibrant, free of weeds and that one spot that never seems to grow. Just a few years ago, I was seeking to partner with a firm that was progressive in its approach to our industry. I wasn’t seeking a job; I already had one. My desire was to partner with a firm that actually lived on a daily basis their commitment to a better future for our industry. After much research, I found that GreenEarth Cleaning not only spoke of their commitment and mission but they put their money where their mouth is. They invested early and often, refined processes, tested, then tested those results again, listened to their Affiliates, and improved continually. Once again, I saw that the grass is truly greener on the other side of the fence, and I wanted to be on that side of it. Serving you has brought untold blessings of sharing your life with me—the birth of children, marriage, health challenges, etc.—daily confirming life is greener on the other side of the fence. For me, it’s more than a monetary driver; it’s about providing a sustainable business practice for people, profits, and the planet. Looking out for their best interests—that is as green as it gets!

This was my response to an interviewer who was talking to me about a job opportunity “at a multi-location retail chain that employs primarily women”.  At least that’s the description I was given. This interview was arranged by my Finance Department advisor, Dr. Rajiv Kalra, at Minnesota State University back in 2006. He didn’t tell me which company wanted to hire me, but he was sure I was a good candidate.  It turned out the secrecy around the position was warranted because Dr. Kalra was about to buy Fargo, North Dakota’s Camelot Cleaners, but was under a non-disclosure agreement until the deal closed later that month. Camelot needed a General Manager, and being a frequent visitor to Dr. Kalra’s office, he knew me well enough (or thought I was a sucker) to recommend me for the job. Apparently I interviewed well enough because soon I found myself staring at a Forenta fast-back pants press whose head would no longer come down when summoned. I was pretty good with mechanical repairs, being a gear head who enjoyed working on my own cars at home, but trying to follow the air diagram for a pants press was something new entirely.  Then there were the days where our 20-horsepower Fulton boiler would be down at one location, or the chiller down at the other store. Or the modems no longer communicating with the server that runs our Microsoft DOS-based POS system. And who could forget the time the steam coil broke in one of our perc machines and we shrunk an entire load of tailored wool suits.  What about the days where I had to fill in for the shirt presser, doing 350 shirts on a Forenta single-buck on 100 degree humid summer days? What did I get myself into? Slowly we rebuilt Camelot Cleaners into a modern dry cleaner.  We replaced aging equipment and non-supported computer systems.  We added assisted assembly. We invited industry experts and “soap guys” to visit and provide honest feedback.  We fixed confounding cleaning programs in both the dry cleaning machines and washing machines. And when it came time for us to replace those six aging perc machines, we fully embraced GreenEarth.  Our conversion to GreenEarth in 2010 allowed us to host a Grand Re-Opening and rebrand ourselves as the only “Green Dry Cleaners” in North Dakota. I’ll never forget the day Tim Maxwell arrived in Fargo to perform our Start Up on the first day we used GreenEarth.  My plant manager, our pressers and spotters, and myself nervously watched Tim put the new programs into a Union HL880 and we wondered what differences we would see in our first load compared to perc.  I think a black silk Tommy Bahama shirt that actually looked BLACK and felt like the rarest of luxurious tapestries after dry cleaning made everyone smile. And with that, we were GreenEarth Affiliates. Today, as the Technical Director for GreenEarth Cleaning, I often think about this inflection point in Camelot’s history when I’m on the road and waiting for the very first load to come out of a new GreenEarth machine.  It might be somewhere in Los Angeles, Montreal, London, Seoul, Singapore, or Honolulu. It doesn’t really matter where, because dry cleaners are a very similar bunch all around the world. They are all extremely hard workers, trying to do their best with the equipment that they have, and making the final arbiter of quality – the customer – a happy and returning guest. My favorite part of working for GreenEarth is the opportunity to help you solve problems.  I really enjoy the mechanical and programming side of the business, and our technical team and I work very hard to ensure we are true experts in all brands of machines so we are able to assist you right away when trouble hits.  The fact that so many of our Affiliates turn to GreenEarth as the first point of contact when the machine is acting up tells me we are filling a much-needed gap in our industry’s ability to diagnose and service modern dry cleaning machines. GreenEarth’s unique ability to make a personal difference is what sets us apart from other “vendors” or service-providers in our industry.  I often tell people that you cannot talk about GreenEarth like we are comparing Big Macs to Whoppers. Neither sandwich is objectively better, and some people just like Whoppers.  But GreenEarth can prove, through scientific study, that it’s objectively better for People, the Planet, and your Profits (the three P’s of Sustainability). Our unmatched environmental profile, along with technical support, optimized products, marketing support, web services, advocacy, and so many other well-executed benefits is why I wanted to be an Affiliate in the first place.  I believe that GreenEarth is more than just a solvent in a machine because I lived it, experienced it, and saw the results as a dry cleaner. Now, as GreenEarth celebrates its 20th Anniversary, I find myself very thankful to be a part of GreenEarth, in some way or another, for half of the organization’s existence.  This credibility has given me, and by extension the rest of the GreenEarth Team, a trustworthiness and authority in the industry (and not just aftercare, but manufacturing, testing, standards, and other Sustainability initiatives as well) that is extremely rare to find. I’m truly grateful for the trust that our Affiliates put in us as we work together to help you be the best Affiliate possible.