Working in Global Trade I’ve been able to partner with brands big and small across practically every industry—from beauty, tech, fashion, and even food. For this exercise I tasked myself to develop a new business and brand.
Ode To Ironing
I first began this project thinking of the one revolutionary product that was missing in the world. That quickly became too overwhelming. And instead of focusing on my paint points throughout any typical day I thought to myself, what are the moments that actually enjoy? Ironing came to mind.
I love to iron. I love to iron my clothes, and offer to iron my boyfriend’s clothes when I can. It’s a soothing ritual. Pablo Neruda even wrote an ode to ironing–which reassured me many years ago that I wasn’t the only crazy one.
But I also knew Pablo and I were in the minority, at least amongst my own peers. So I began to ask myself, why don’t we iron anymore?
A Tale Old As Time
Before we go forward we have to look backwards. I read through the history of ironing clothes and found it’s a cross-cultural practice that goes back centuries.
Egyptians smoothed their clothes using heavy stones. The Chinese used a scoop that was heated with hot coal or sand and would rub it over clothing to get wrinkles out.
Then Things Got Starchy
The electric iron was introduced in 1882. As the popularity of handheld electric irons took off, sales were propelled even more by the introduction during the early 1950s of electric steam irons.
Over time wardrobes evolved, and suits were no longer the norm in the workplace. We (thankfully) ditched the starch, and opted for more comfortable clothing.
Wrinkle In Time
Fast forward to today and it’s a dying art. A 2017 UK survey ranks ironing as the one chore Brits hate the most. Its findings suggests ironing is a chore of the past.
Consumers are figuring out easier and faster ways to smooth out wrinkles. Wrinkle-release sprays and new dryer settings have called into question the need own an iron at all.
It’s Not Easy Bein’ Green
It got me thinking, maybe this is a product that is destined to go obsolete. Perhaps I am holding onto a chore of the past. But then I found an interesting tension: fast fashion.
On average Americans buy a new piece of clothing every five days. Prices are so cheap that clothing is now seen as essentially disposable. According to a McKinsey study, for every five new garments produced each year, three garments are disposed of. Incredibly, research has shown that 90% of our clothing is thrown away before it needs to be.
Zoomers
Research also shows that Gen Z say they want their clothes to be sustainable but still regularly buy fast fashion, demonstrating a clear gap between ideals and practice.
This paradox presents an opportunity to tap into Gen Z’s interest in sustainability. Instead of trying to convince an older audience that this is a chore worth doing, we can reach a group of people who have probably never held an iron before.
And Just Like That…
I knew this was a product worth developing. We have an unhealthy relationship with fashion. We used to know how to care for our garments and make them last a lifetime.
It’s time to reinvigorate the category and bring back the love we used to have for our clothes.
And in the process create an iron that is not a complete eyesore.
Racers, Start Your Engines
Within the traditional clothing iron category you’ll typically find one of two options: the ubiquitous white and blue plastic iron, and the top-of-the-line steamer iron that looks like it was taken from Darth Vader’s laundry room.
Steamery
Competitors like Steamery have introduced Scandinavian design to their handheld steamer, which aesthetically speaking, is long overdue. The product claims to be a hybrid between a steamer and an iron, but the truth is no steamer can ever replace an iron.
Nori Press
The Nori Press is another modern take on the steamer-iron combo, but the product is truthfully hard to distinguish from a hair iron, and it doesn’t look like something you’d use on a weekly cadence.
Rowenta
The Rowenta SteamForce is a favorite among sites like NY Mag’s The Strategist and NYT Wirecutter. It brings professional grade performance and has been dubbed “dreamy,” if an iron could ever be that. But like most high-end irons, it looks like it was taken out of the Marvel universe.
An Iron With No Name
There are obviously new features that can and should be added to the standard clothing iron, however, its basic functionality and design hasn’t changed in decades.
The competition’s biggest fault, though, is not building a relationship with its existing and potential customers. Many people either don’t know how to use and iron, don’t see the benefit, or both.
I personally didn’t even the know the brand of my clothing iron, and I use it almost everyday. Which again presents us with more opportunities to break into the category.
So Without Further Ado…
Introducing
Crease
Iron With Care
The Story of Crease
Crease is a new kind of clothing iron built for a modern lifestyle.
With a passion for design and innovation this colorful ceramic-plated clothing iron is optimized to take as little space, and leave room in your closet for what’s really important—your clothes. This small but mighty iron purifies your clothes while seamlessly removing wrinkles.
Powered by air, steam, and heat you’ll turn every item in your closet into an investment piece. Designed with leading experts in the textile industry, Crease is gentle enough for even the most delicate fabrics. That means less unnecessary washing, and a longer life for your clothes.
We will take inspiration from sleek and minimal objects. Crease will be the first iron you will want to leave out, with five monochromatic color ways and a retractable power cord that hides seamlessly into the design.
Product Design References
Fashion Of Our Love
At Crease we believe that our clothes need a little TLC. Taking care of our clothes isn’t something new, but it’s a practice that’s been forgotten. Our goal is to bring back the love and ritual with modern solutions and beautiful design. Whether your next clothing purchase is new or new to you, we believe the life of any garment is circular.
We love clothes. A lot. They allow self-expression and reinvention. But we also can’t deny the harm fast fashion has on our planet. Crease is our way of slowing down fast fashion where we can. As consumers we have the power to make mindful decisions of what goes into our closets and how we care for them. Fast fashion is a habit that we make, and can just as easily break—one purchase at a time.
Creases are an inevitable part of life, and our clothes. Our creases tell a story. It’s not about smoothing out the imperfections, but about feeling our best as they come.
I felt the name needed to feel more human, and acknowledge the fact that flaws are a part of life. Rather than discarding clothes at the first sign of wear, we can show a bit of kindness to items we cherish. I also wanted to break the association of wrinkled clothes and being a slob. I am one of the weird ones who love ironing clothes and will admit sometimes there truly is no time.
Why Crease?
This brand is about changing our relationship with clothes, not adding more chores to our list.
Crease is centered around the essence of care–in both our clothes and the environment. We want to establish this message of care the minute you first land on our website.
There’s always the temptation to expand the reach of a brand or product. But it’s important to remember that this is, at the end of the day, just an iron. We are not saving the world by purchasing an iron, but it’s an important step towards being a more mindful shopper.
