As the world comes to terms with environmental fallout from daily choices, the means that we use to wash our clothing calls for taking a greener perspective. A service long associated with convenience and luxury, dry cleaning is now being rebranded by the coming wave of sustainability. And, quite literally, that rebranding is needed and overdue.

For most, dry cleaning is inextricably bound up with spotlessly sari-worn clothes. Immaculately pressed coats. And that very clean-fresh smell. Although bear in mind that conventional dry-cleaning methods depend a lot on dangerous, toxic solvents that could do your body as well as the earth ill. Ecological damage and long-term risks of exposure have been attributed to the most widely utilized chemical, perchloroethylene (perc), or perc.