Environmental Responsibility/GreenEarth

GreenEarth was discovered by a scientist working with a solution used in cosmetics who realized it was removing the fats and dirt from his hands without drying them out. He wondered if it could do the same for clothes. Silicone has been around for a long time and has a wide variety of uses, but no one had found a way to use it for dry cleaning. The process of doing so was patented and now forms one of several baseline patents for the GreenEarth Cleaning system. It cleans as effectively as traditional dry cleaning without costing more to operate. Even more remarkable, it can actually improve the look and feel of fabrics.

GreenEarth Cleaning licenses to quality dry cleaners operating more than 1,400 stores worldwide. In return for an annual licensing fee, we provide Affiliates with the rights to use our patented process and the trademarks that describe it, along with technical, operating and marketing support. To ensure that our Affiliates benefit from the latest cutting-edge, clean technologies, we have partnered with Procter & Gamble and General Electric, as well as the industry's leading detergent and equipment manufacturers.

Using water as the washing agent, like what most of us do in our homes, is termed wet cleaning. Legend has it that dry cleaning was discovered accidentally in France during the late 1800's. Apparently, someone spilled turpentine on a tablecloth with set-in stains, and every stain the turpentine touched came clean. Thus, the idea of "dry cleaning" fabric in a liquid other than water was born.

Turpentine and other petroleum-based solvents used in early dry cleaning were flammable at relatively low temperatures and gave off vapors that were dangerous to breathe. These two issues remain of concern with today's dry cleaning fluids. In the 1950's, perchloroethylene (or perc) was introduced as a "safer" alternative because it had no flashpoint, eliminating fire hazard. It rapidly became the industry's solvent of choice. For decades, dry cleaners used and disposed of perc without concern. Then in the 1970's and 1980's, perc's serious health and environmental risks came to light. Many regulatory and industry safeguards were introduced, but it was too late. Contamination from unsafe practices had already taken place, costing the dry cleaning industry a great deal of money and deeply staining its reputation.

More than 85% of dry cleaners still use perc today. Why? Because despite many significant attempts to find a suitable alternative, no workable solution could be found. Petroleum-based solvents may be hard on fabrics and harmful when not used properly, but they clean effectively and affordably, so dry cleaners have been reluctant to switch. Until now.

GreenEarth is the solution the industry has been waiting for. Our process is non-toxic and non-hazardous because liquid silicone is made from sand. The same natural sand the earth has been creating for over six billion years. When released to the environment, it safely breaks down into its three natural elements, sand (SiO2) and trace amounts of water and carbon dioxide. So GreenEarth is safe for the air, water and soil.

GreenEarth is safe for people too. If you wanted to, you could safely rub it on your skin. In fact you probably already do. Liquid silicone is the base ingredient in many everyday shampoos, conditioners and lotions.

Because clothes cleaned the GreenEarth way aren't bathed in perc or other petrochemical solvents, they come back fresh and clean without unpleasant "dry cleaning" odor. But we're not just gentle on your nose. We're gentle on your clothes, too. You can see the difference for yourself. Colors won't fade and whites won't gray or yellow, even after repeated cleaning. Everything feels better too. Fabrics are smooth and silky, and sweaters feel soft and supple again.

There's a scientific reason why clothes look and feel better with GreenEarth. Liquid silicone is chemically inert, meaning it doesn't interact with fabric fibers. It just carries the detergent to your clothes and gently carries away the dirt and oil. That's why it's safe for even the most delicate garments-beads, delicate lace, silk, cashmere, you name it-with GreenEarth, there's nothing to worry about. And, unlike many dry cleaning methods, GreenEarth won't cause shrinkage.