A recent collaboration between GreenEarth Cleaning and North London-based Connoisseur Cleaners has demonstrated how professional garment care can play an important role in supporting both sustainability and local charities.

The initiative, which was launched around Earth Day earlier this year, invited members of the public to donate unwanted clothing through Connoisseur Cleaners. Nearly 100 garments were collected before being professionally cleaned using GreenEarth’s silicone-based cleaning system and donated to North London Hospice for resale through its charity shops.

The garments, which included brands such as Whistles, Boss and Superdry, have now gone on sale at the hospice’s Kentish Town Road shop, with proceeds helping to fund patient care for people requiring respite, short-term and end-of-life support.

For the laundry and drycleaning industry, the project highlights the role that professional aftercare can play in extending garment life while supporting the circular economy. By restoring donated clothing to a high standard before resale, cleaners can help charities maximise the value of donated items while keeping textiles in use for longer.

GreenEarth’s pure liquid silicone is different to traditional drycleaning, in that is it not petrochemical based. The environmentally non-toxic solvent is made from sand to create a pure liquid silicone solution that degrades back to sand and traces of water and CO2. It therefore does not chemically interact with the garment. It does not damage the garment, and its cleaning performance is better compared to conventional drycleaning, meaning that clothes will last longer.

It is recommended by retailers and subscription services alike, following a rigorous testing process. Colours do not fade, there is no shrinkage and also no odour, leading to a much better chance of extending the life of a garment, boosting the fashion brands’ reputation for quality.

Emily Cronin, retail development manager at North London Hospice, said the partnership had delivered benefits for both the charity and its customers. “Through this collaboration our hospice shops have received quality items, cleaned using environmentally responsible techniques, ready for sale in our shops, with proceeds directly funding patient care. It has been a fantastic initiative that benefits the environment, our customers and, most importantly, our patients.” GreenEarth Cleaning says the campaign was the first clothes donation drive of its kind involving one of its UK affiliates.

Garry Knox, sustainability director at GreenEarth Cleaning, said: “We were delighted that Ediz and the team at Connoisseur Cleaners supported the initiative by cleaning all of the donated garments free of charge. Presenting the clothing in the best possible condition increases its resale value while ensuring garments stay in use for longer rather than ending up in landfill.”

The company hopes to expand the initiative in 2027 by involving more GreenEarth affiliates across the UK and supporting additional charitable organisations.

For Connoisseur Cleaners, the project reflects the growing role of specialist garment care businesses in supporting circular fashion through cleaning, repair and restoration. As consumers increasingly look to buy second-hand clothing, professional textile care is becoming an important part of ensuring garments remain attractive, wearable and ready for a second life.

The initiative provides an example of how drycleaners can combine commercial expertise with community engagement, demonstrating that garment aftercare can contribute to both environmental sustainability and charitable fundraising.

Ediz Zekayi Owner Connoisseur Cleaners

Delivery from Connoisseur Cleaners to North London Hospice