What to know

The concept and results of dry cleaning are unimpressive – cleaning clothes with noxious chemicals, leaving garms smelling toxic and unfresh.

Thankfully, in 2011, Ludovic Blanc ditched his investment-banker career and went into laundering. No career double entendre for this Provence-born chap, as he literally decided to give the old-fashioned, unsatisfying dry cleaning service a run for its money.

"Ludovic wanted to create a natural alternative to the carcinogenic, pollutant, petroleum-based solvent (Perchlorethylene) used in traditional dry cleaning"

Ludovic wanted to create a natural alternative to the carcinogenic, pollutant, petroleum-based solvent (Perchlorethylene) used in traditional dry cleaning. After all, the chemical is already banned in France and Denmark – surely it won’t be long until Britain follows suit. So Blanc worked with Electrolux to create a wet-cleaning method using natural detergent that cleans clothes to the highest standard whilst being kind to both skin and environment.

"Cleverly, Ludovic Blanc has made the process of cleaning a pleasure"

He opened a fresh, airy Blanc shop in Marylebone, with a 24/7 auto-valet clothes drop and collection (a bit like an ATM!), followed by a second shop in Notting Hill, both offering free delivery in central London and filled with eco-friendly homecare products. Cleverly, Ludovic Blanc has made the process of cleaning a pleasure, with clothes that smell fresh and scrubbed – the right kind of laundering.

By Alice Brudenell-Bruce, the A-List Editor of Vanity Fair
July 2015

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