The “Wash Less” project by Whirlpool and Natuzzi, in collaboration with Fabio Novembre, transforms the traditional clothes chair into an icon of style and responsibility
In an increasingly sustainability-focused world, Whirlpool, Natuzzi, and architect Fabio Novembre have launched the “Wash Less” project, an initiative that reinterprets home furnishings in an eco-friendly way. This new approach aims to replace the classic “clothes chair” with an elegant and responsible solution, encouraging a more environmentally conscious lifestyle.
The clothes chair: a silent monument to good intentions
In most homes, the clothes chair is an unavoidable presence: a pile of garments waiting to be washed or put away, symbolizing a hectic lifestyle and unmet good intentions. According to research by Beko Europe conducted by Ipsos Italia, nearly 60% of Italians have a specific spot to place worn but not yet dirty clothes. This leads to an excess of laundry, contributing to environmental impact.
A design that speaks of sustainability
The “Wash Less” project doesn’t just convey a message; it embodies it through an iconic design. The new chair, conceived by Fabio Novembre, is not just a practical piece of furniture but a distinctive and responsible element for the home. Its organic shape invites reflection on our relationship with clothing and the care we give to it.
Wash Less: sustainable comfort and innovative materials
The “Wash Less” armchair is crafted from sustainable and innovative materials. Its Ecoplen® upholstery, made from recycled PET bottles, ensures a pleasant tactile experience and excellent durability. The steel frame guarantees sturdiness, while the eye-catching design visually communicates the sustainability message with the slogan “Wash Less” embroidered on the seat.
A awareness campaign
In line with the project’s message, the launch of “Wash Less” is accompanied by a vibrant marketing campaign. An artistic installation in the central Piazza Gae Aulenti in Milan showcased a gigantic chair covered in used clothing, drawing attention to sustainability. Through digital activities and social media, the project aims to spark a conversation about reducing laundry and adopting more mindful practices.
“Wash Less” thus represents a true cultural challenge. It is not merely a piece of furniture but an invitation to reflect on daily habits and consider how small choices can have a significant impact. With this innovative collaboration, Whirlpool and Natuzzi provide a vision of sustainable decor that seamlessly integrates into modern life.
