Hermès' luxe silk scarf laundromat hits new destinations

Hermès extends laundromat pop-up service to further stores worldwide. — Courtesy of Hermès
Hermès opens further luxe laundromat pop-ups. — Courtesy of Hermès

UNTIL mid-June, iconic French luxury brand Hermès are offering more proud owners of its timeless 100% silk scarves the chance to give their prized possessions a new lease of life with a complimentary top-notch pop-up after-sales service. The world-famous saddler joins eco-minded brands Stella McCartney, ASOS, H&M, Chopard and others in jumping on the sustainable fashion bandwagon.

If you are heading to Paris or New York, a pit stop at the Hermès' flagship stores could be well worth your while. For a limited time only, customers can give their new luxe launderette service a whirl.

Now for the lowdown on Hermès' upcycling innovation ... HermèsMatic guarantees to make your well-worn scarves look as good as new, all thanks to three expert colour-reviving wash cycles (denim blue, bright red or fuchsia). No need to rummage around for change in euros as the 'no-snag' service is completely free of charge.

Allow for a turnaround time of 48 hours. After being given the special HermèsMatic dip-dye treatment, the freshly laundered scarves are expertly folded and wrapped in a brown paper package, adding another much-appreciated perk to the slick service.

The dip-dye upgrade wouldn't be complete without a little retail therapy 'while you wait': a dedicated space -- strategically placed beside the orange washing machines, showcases the label's vintage dip-dye Brides de gala, Quadrige, Festival des amazones, Les Clés printed classics (€350).

Hermès' decision to extend the laundering service to a host of other boutiques comes after successful recent stints at the Dubaï, Geneva, Brussels or Basel stores, in addition to last year's whistle-stop visits in Kyoto, Amsterdam and Munich.

The HermèsMatic Paris pop-up service is open from June 7 through June 17 at its flagship store on 17, rue de Sèvres, on Paris's chic left bank.

The HermèsMatic laundromat service in New York will run from June 14 through June 18. — AFP Relaxnews