Press release -
Steamery makes ASMR out of clothing care
Scandinavian clothing care brand Steamery wants to inspire people to slow down in today’s fast paced world and to experience the meditative feeling of “zen” when taking care of what you already own. This is highlighted in their new ASMR campaign Zen of Steamery.
Steamery has for the past few years been educating and influencing people around the world towards a slow fashion mindset, where the key is to stop overconsuming clothes and buying better materials. The brand believes it is time to slow down and instead treat our garments as lifelong companions worth caring for. In their new campaign Zen of Steamery they want to transport you to a calm place, where you take a deep breath, slow down and find the pleasurable harmony in clothing care.
The Scandinavian brand believes clothing care can truly be therapeutic for the soul. The new campaign shows steaming, hand washing and shaving pilled fabrics as calm and soothing routines. The aim is to inspire people to go back to the basics of clothing care and to allow yourself time to carefully care for your most treasured garments. Listen to the soothing sound of de-pilling your sweater, enjoy a moment of absolute tranquility when hand washing or feel the satisfying sensation of seeing the wrinkles on your shirt melting away.
“At Steamery, we’ve been practicing the concept of clothing care for many years now, and we have discovered the soothing and relaxing feeling of steaming, de-pilling and hand washing. We wanted to express this in our new campaign and the goal is to inspire people to enjoy these daily routines on a new level. Slowing down, taking care of what you already own and to give new life to your clothes and textiles”, says Frej Lewenhaupt, CEO and Co-Founder at Steamery.
The soothing ASMR audio recordings from the Zen of Steamery campaign will be available at Spotify later this fall. The campaign videos are available at Youtube and at steamerystockholm.com.
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Steamery is a Scandinavian clothing care company founded in 2014 by Frej Lewenhaupt, Petra Ringström and Martin Lingner in Shanghai. In 2021, they sold more than 150.000 steamers and they have become the leading brand in modern textile care in just a few years. Steamery’s mission is to inspire and educate people to take better care of their clothes and textiles, in order for them to look great and last longer. Their resellers are some of the world's most prestigious fashion and design stores, such as Mr. Porter, Selfridges, Harrods and MoMa.
