LONDON, UK – Samsung Electronics Co., Ltd is making its London Fashion Week debut as part of E.L.V. DENIM’s first ever presentation titled ‘The Journey’.

The British luxury brand, dedicated to crafting timeless fashion pieces from 100% upcycled materials, created ‘The Journey’ to trace its evolution from the first pair of jeans in 2018 to a full ready-to-wear collection, including shirting, tailoring, leather, and evening wear.

Set to a backdrop of Samsung’s Series 6 Washing Machines and Tumble Dryers – which offer a range of features that help reduce energy consumption^[1] as well as decreasing the amount of harmful plastic microfibers clothes shed^[2] – the show portrays E.L.V.’s commitment to upcycling, local manufacturing, and true sustainability by exploring the six core elements of E.L.V. DENIM’s production: sourcing, washing, grading, pairing, cutting & sewing.

Dan Barfield, Director of Digital Appliances, Samsung UK & Ireland, comments: “We’re proud to be a part of E.L.V. DENIM’s London Fashion Week debut. The presentation showcases both brand’s dedication to innovation, making our products the perfect backdrop to the first fully upcycled show on-schedule.

“This collaboration is a powerful statement towards responsible consumption. While E.L.V. DENIM transforms garments otherwise destined for landfill into high-end fashion, our laundry innovations help extend the life of clothing by delivering a deep clean using less water and energy. We’re committed to building products and providing consumers with options that put responsible practices at the forefront of fashion.”

Anna Foster, Founder & Designer, E.L.V. DENIM, comments “From the very beginning, we believed—and still believe—that we make the best jeans in the world. Our commitment to upcycling, local manufacturing, and true sustainability sets us apart. Some might call that a bold statement, but we have the processes to prove it. That’s why we’ve created a fully transparent presentation that shows exactly how we do it.

“We welcome questions and interaction—our team is here to share everything. Only by being completely open can we prove who we are, and what we’re striving to become. Today, E.L.V. DENIM is the only brand in the world producing high-end garments at scale entirely from 100% upcycled post-consumer waste. We are not just making jeans; we are rewriting the rules of fashion.”

Samsung offers innovative solutions to help consumers reduce water and energy usage. Various Samsung washing machines have AI energy mode^[3] that can reduce your energy consumption by up to 70%^[4], whilst ecobubble technology can wash effectively at cooler temperatures.

Samsung also offers the Less Microfiber cycle that works to make clothes shed less microplastics, which are discharged into the drain water. By adjusting the motor’s revolution speed and washing intensiveness, the Less Microfiber cycle reduces the amount of microfiber released into the drain by up to 54%^[[5]].

Top Tips: How to Make Your Laundry More Eco-Friendly

Embrace energy-saving tech to cut down on water and energy use

While it is a staple to our daily lives, electricity production generates the second largest share of greenhouse gas emissions, making it vital we explore how to cut our energy consumption. Our washing machines with AI energy mode can reduce your energy consumption by using sensors to detect the weight of your laundry before calculating and dispensing the optimal amount of water needed for the load. ^[3+4]

Less is more when it comes to detergent

Many laundry detergents contain microplastics—harmful plastic microfibres that make it into the ocean^[6]. That’s why Samsung developed the new Less Microfiber Filter, an external washing machine filter designed to significantly reduce plastic microfiber emissions during laundry cycles.

Designed with inspiration from apparel maker Patagonia and expertise from the global ocean conservation organisation Ocean Wise, the filter captures 98%^[[7]] of microplastics released during laundry from escaping into the ocean, equivalent to eight 500ml plastic bottles per year when used four times a week^[8].

To manage the amount of detergent we use to avoid damaging the planet, our clothes and the machine itself over time, Samsung’s Auto Dispense feature automatically adds the right amount of detergent and softener into the washer, taking the guesswork out of every wash.

Don’t be afraid of the cold (wash)

Using hot water during a laundry cycle uses a substantial amount of energy—in fact, 75% of the energy required during a hot wash cycle is used just to heat up the water^[9]. With Samsung’s EcoBubble technology, you need not worry that a colder wash will result in a less effective clean.

Even at a cold wash setting of 15°C, EcoBubble technology will still effectively dissolve detergent and mix it with air and water to create bubbles that thoroughly penetrate clothes so as to remove even the toughest stains.

Choose appliances that are built to last

A final tip for making your laundry as eco-friendly as possible is to opt for appliances that are sure to last for a long time, a decision that contributes to the reduction of landfill waste, the conversation of resources, the prevention of environmental contamination by toxic materials, and the reduction of greenhouses gases created in the production of new materials.

Samsung’s washers and dryers have been designed for long-term use, coming with industry-leading warranties for both product and parts so that users can rest assured that their appliance decisions are the best ones for the environment.

About E.L.V. DENIM

E.L.V. DENIM is a pioneering British luxury brand dedicated to handcrafting timeless fashion pieces from 100% upcycled materials. Breathing a second life into garments that could otherwise be destined for landfill, E.L.V. DENIM transforms loss into luxury.

In a world of over-consumption, E.L.V. DENIM challenges convention. It’s fabric-first curated sourcing of pre-loved garments ensures every piece is unique and innovative designs create pieces to last a lifetime. Founder and Creative Director Anna Foster launched E.L.V. DENIM to redefine the perfect fit in denim, ensuring every pair of ‘off the rack’ jeans feels like it is tailor made. In addition, it is the first denim brand to launch a jean that can adapt to the wearer’s life with built-in seam allowances for effortless tailoring.

In 2023 the brand extended beyond denim and into new categories; upcycling corduroy, shirting, tailoring, leather and cotton, helping to protect the environment for future generations and proving that a completely circular fashion model can be a success.

All production takes place in East London, minimising carbon footprint and supporting our local community of ateliers. The brand has a holistic approach to sustainability and zero-waste, all parts of the jeans are used to make new products, scraps are constructed into sheets of patchwork fabrics and the smaller threads are turned into denim paper.

[1] Our washing machines with AI energy mode* can reduce your energy consumption by up to 70%** * Available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required. ** Based on internal testing on the WW7000D models on a Cotton 40 degrees wash with the AI Energy Mode turned on compared to not using AI Energy Mode.

[2] The Less Microfiber cycle works to make clothes shed less microplastics, which are discharged into the drain water. By adjusting the motor’s revolution speed and washing intensiveness, the Less Microfiber cycle reduces the amount of microfiber released into the drain by up to 54%. Based on testing by the Ocean Wise Plastics Lab using a 2kg load of 100% polyester hoodies, comparing the Synthetics cycle on a Samsung conventional model WW4000T and the Less Microfiber cycle on the WW7000B. Results may vary depending on the actual clothes and usage conditions.

[3] Available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required.

[4] Based on internal testing on the WW7000D models on a Cotton 40 degrees wash with the AI Energy Mode turned on compared to not using AI Energy Mode.

[5] Tested with 2kg load of 100% polyester hoodies, comparing Synthetics cycle on Samsung Conventional model WW4000T and the Less Microfiber Cycleon WW9400B. The results may be different depending on the clothes and environment. Tested at the Ocean Wise Plastics Lab. Newsroom post here.

[6] “Fashion’s tiny hidden secret”, United Nations Environment Programme (unep.org/news-and-stories/story/fashions-tiny-hidden-secret).

[7] Tested at Ocean Wise Plastics Lab on the WW90T734DWH model (using Synthetic cycle, approximately 2kg load of synthetic textile laundry) comparing the amount of microfiber released with and without the Less Microfiber Filter installed. The amount is calculated by filtering drain water through a 50um filter. Results may vary depending on clothes and environment.

[8] Tested at Ocean Wise Plastics Lab on the WW90T734DWH model (using Synthetic cycle, approximately 2kg load of synthetic textile laundry) comparing the amount of microfiber released with and without the Less Microfiber Filter installed. The amount is calculated by filtering drain water through a 50um filter. One wash cycle’s reduction amount of 0.627g is based on a 5kg load (0.125g/kg x 5kg). Annual reduction amount (132g) is calculated based on 210 cycles (4 times a week, 52 weeks) and 5kg load on each cycle. 500㎖ bottle weight (15.4g) is based on the Korea Ministry of Environment’s guideline on plastic bottles.

[9] Data source: https://www.euronews.com/living/2019/07/14/eco-washing-your-way-to-a-cleaner-planet

LONDON, UK – 2nd December 2022 – With Christmas party season just around the corner, research reveals the nation’s biggest fails when it comes to washing their party clothes, from accidentally washing items on a higher temperature and shrinking them (48%), to mixing and spoiling colours (48%).

The study by Samsung Electronics Co Ltd. found that 44% of people aged 25-34 are planning on going to a Christmas party this year, but this age group are not confident in getting stains out of their festive outfits by hand washing the garment (31%) or taking it to the dry cleaners (20%). Top food and drink UK adults avoid at Christmas parties to avoid stains include festive favourites, such as red wine (28%), gravy (16%) and cranberry sauce (15%). Other foods on the list also include beetroot (30%), berries (15%) and coffee (12%).

One in three (33%) UK adults aged 25-34 have a spare party outfit, such as a little black dress, on standby which they pull out and pop on for last-minute get togethers. Fabrics that the nation would be worried about knowing how to clean or get stains out of include silk (32%), suede (32%) and velvet (25%), followed by satin (23%) and wool (20%). And the most likely reasons for having to clean a party outfit include a spilled drink (17%), food (11%) and make-up (8%) stains.

To overcome these issues, Samsung Electronics Ltd. has partnered with leading fashion expert, Olivia Miller, to share the best ways to avoid any party outfit mishaps.

Olivia Millers ‘top tips’ on party outfits and how best to launder your clothes to get them party-ready:

1. To prevent make-up transfer, spray hairspray on any clothing that touches close to your face, for example the collar, wait 15-20 minutes before putting the clothing item on and make-up will no longer stick or transfer!
2. The top three foods or drinks that UK adults would avoid on a night out if they were going to a party, in fear that it would stain their outfit are: Beetroot, Red Wine and Tomato Ketchup. Luckily stains from all of these can be removed (even if they are stubborn), the key is to treat a wine stain immediately if possible and do not dry or add heat to the garment until the stain is completely removed, or else the stains will shrink into the fibres, making it difficult for stain removers to dilute and work their magic! What’s more, a steam function on a washing machine helps to kill any bacteria and germs left behind, whilst many washing machines are now equipped with the clever ability to work out how much detergent is needed depending on how dirty your clothes are which is ideal in this scenario.
3. Be sure to always check the label for washing instructions and use the correct setting on your washing machine. I opt for the delicate garments setting, always wash the item inside out and use a mesh laundry bag for protection. A super speedy wash is always an option for those items that simply need a quick refresh and ensure you wash on a cold setting to avoid any shrinking of clothes, whilst also saving energy.

4. To prevent fake tan transfer on clothes, use talcum powder around areas like the armpits, backs of knees, under the bra or any tight pieces of clothing. If you do stain clothes with fake tan, act fast and soak with a stain removal treatment (overnight if possible) and then launder as normal in your washing machine on the most appropriate setting.

Tanya Weller, Marketing Director of Home Appliances, Samsung Electronics (UK & Ireland) Ltd., said: “Samsung’s new 11kg Washing Machines are the perfect product for those looking to upgrade their current machine. This new range of large-capacity Washing Machines benefit from being in the most efficient A-rated energy class. Our innovative AI powered ecobubble Technology produces bubbles that help wash clothes at cooler temperatures, meaning you can remove those stubborn stains with less heat so you’ll save on energy bills as well. In addition, with our SpaceMax Technology, we have a larger-sized drum allowing for greater wash loads – perfect for the busy social calendar around Christmas time!

What’s more, our AirDresser is ideal for refreshing clothing by removing dust, getting rid of 99% of odours¹, eliminating germs, and smoothing out any wrinkles, perfect for those who are looking to stay stylish over the party season”

Available on the Samsung UK online store, the Series 5, 5+, 6+ and 8 11kg Washing Machines can be purchased from £659 RRP here and the AirDresser is available for £1,999 RRP here.

In recent years, there has been a significant cultural shift towards purchasing more environmentally conscious products and appliances, with many consumers prioritising goods and services from companies that reflect their personal values and beliefs. With more customers than ever demanding products which are energy efficient but also carbon neutral, this trend is expected to continue over the next decade and has set a new benchmark for the home appliance industry globally.

As a market leader within this sector, sustainability is a major focus for Samsung – from improving energy efficiency and making new, innovative products, to ensuring appliances are easy to recycle at end-of-life. Whilst its products already have strong energy credentials, Samsung understands that a sustainable future requires investments across a broad spectrum, which is why the brand is also launching its carbon offset campaign.

For every washing machine or tumble dryer purchased, Samsung will contribute towards a portfolio of different eco-friendly initiatives including solar and wind energy projects and reducing deforestation to offset the product lifetimes’ carbon emissions. Each of these projects is verified through VERRA’s^[1] Verified Carbon Standard; an internationally respected standard that verifies the carbon savings and demonstrates real, measurable, additional and permanent emissions reductions.

Rachael Ward, Marketing & Product Director, Home Appliances, Samsung Electronics UK Ltd. says: “At Samsung, we are committed to building a better, more sustainable future. From developing technologies that address our customer challenges, to making Samsung products as eco-friendly as possible, we are prioritising the planet, people and society by creating solutions that benefit us all.”

Samsung has partnered with Carbon Footprint Ltd to facilitate the campaign, providing support across a portfolio of schemes, on- and off-shore, to offset product carbon emissions. These include:

Solar energy projects to help de-carbonise the electricity grid, ensuring energy security and contributing to the sustainable growth of the electricity generation sector. This includes the 500 MW solar power project in Andhra Pradesh, India, which generates a clean form of electricity through renewable solar energy sources, saving around one million tCO₂ each year.

Wind power schemes to promote sustainable development by investing in renewable wind energy and turbines. This includes a grouped Wind Power project of 396 wind turbines in Tamilnadu, India, which will result in saving approximately 417,000 tCO₂e each year.

Forest degradation and deforestation initiatives which focus on reducing the amount of deforestation, which is the second leading cause of CO₂ emissions. This will include a collaboration with the REDD project, working with local forest communities in the Portel Para region of Brazil, to stop deforestation in the Amazon rainforest – the largest and most important rainforest on Earth.

Tree planting to help sequester more carbon dioxide from the atmosphere as they grow, whilst also providing habitats for wildlife. The aim is to plant native broad leaf trees in schools, parks and other biodiversity sites in the UK and Ireland.

For those looking to further reduce their carbon impact following the purchase of a Samsung washing machine or tumble dryer, the SmartThings Laundry Planner feature can help. Using SmartThings^[2], customers can schedule their appliance to run outside of peak hours, with washes timed to finish fresh when needed to avoid laundry sitting in the drum.

Samsung’s carbon offset campaign applies to any Samsung washing machine or tumble dryer, purchased in the UK and Ireland from Samsung.com/uk or an approved retailer, from 24^th March 2021 to 1^st June 2021.

For more information visit https://www.samsung.com/uk/offer/carbon-offset

[1] Verra is a global leader helping to tackle the world’s most intractable environmental and social challenges by developing and managing standards that help the private sector, countries, and civil society achieve ambitious sustainable development and climate action goals.

[2] Available on Wi-fi enabled Samsung Laundry Appliances. SmartThings app available on Android and iOS. An internet connection is required.

London, UK – 20th November 2020 – New research released by Samsung Electronics UK Ltd. has revealed that Brits are bamboozled when it comes to their laundry detergent. The survey found that 58% of people are confused about how much to use and only 24% of people regularly adjust the amount of detergent they dispense based on the weight of their wash load.

The poll of 2,000 UK adults also revealed that while two thirds of Brits (66%) use a liquid or powder detergent, over half are unsure about what quantity they should be using, while 87% admit that they tend to guess how much to use. Clearly, dosing is a real concern, as 66% of those who use capsules, do so because it saves them from deciphering how much detergent they need to dispense.

But what’s the problem with using too much or too little laundry detergent?

Firstly, expense. Brits believe they are spending an average of £78.31 a year on laundry detergent -and while only 14% think they are spending more than they need to, this is actually nearly double what the average household should be spending[1]. Guesstimating then, is clearly not the most economical way of monitoring detergent volume and more than a third (35%) of those surveyed did agree that they think they use too much detergent. The amount should be calculated in proportion to the weight of the wash, however less than a quarter of Brits say they regularly do this. This means that many are likely to be throwing their money down the plughole.

Damage is also an unwelcome side effect of using too much detergent – to our clothes, our washing machine and our skin! Almost half of people surveyed (49%) believe it can damage their washing machine, while 19% of people said over-dosing detergent has damaged and stained their clothing in the past. Most concerning though, is the 72% of people who believe that too much detergent can be detrimental to skin, with many citing it as the cause of unwelcome reactions such as itching and rashes.

“We’ve always known that consumers find detergent dosing confusing, causing them to default to easy alternatives like capsules or just guessing how much to dispense; but there are environmental and economic impacts of doing so,” explains Ruth Storey, Head of Marketing, Home Appliances, Samsung Electronics UK Ltd.

“We’ve listened to customers’ feedback and are proud to have developed an Auto Dose feature which uses sensors to determine the weight of the wash load which in turn adjusts the time, detergent volume and water usage automatically. By taking a load of people’s minds, we can help consumers save time and money on their domestic responsibilities.”

Samsung’s top of the line Washing Machines (WW9800 series) and Washer Dryers (WD9800 series) also have the Auto Optimal Wash feature which is intelligent enough to assess the level of soil within the load. For heavy soiling, it can automatically add more detergent towards the end of the wash cycle, if necessary, adjusting the wash time accordingly in the process.

 [1] Cost per wash based on the average price of six brands/own brand pods, liquid and powder detergent in Tesco as of September 2020, including mix promo/off promo pricing.  Usage based on 284 cycles per year, source Energy Saving Trust.