People who cannot muster the enthusiasm to use a washing machine can now buy an aerosol spray to freshen-up their clothes instead.
The Day 2 dry-wash spray, designed by Unilever, went on sale in the UK last week and claims to refresh, reshape and de-wrinkle clothes, rendering them as-good-as clean, the DailyMail reports.
The £7.50 ($14) canisters have been designed for young people who heap worn clothes over furniture in their room rather than folding them neatly away – a trend known as a "chairdrobe".
Unilever is selling versions for denim and delicates, in addition to the original, which works with a broad range of fabrics. Denim jeans are by far the most re-worn garment, according to Unilever.
"That's a high pride point for a lot of millennials, you know, ensuring that their denim is as pristine as possible," said Day 2's co-founder Nathan Olivieri.
The technology uses "fabric-stiffening molecules" to re-fresh your clothes.
However, Unilever fails to disclose exactly how the process works.
Day 2's website claims the product removes odours and "instantly irons" clothes, taking them from "just-worn to just-washed" in 15 minutes.
It's designed to freshen up your favourite shirts, trousers, and skirts, but only lasts 25 spray "washes" before it needs replacing.
Each spray canister has enough spray to save a full wash load – saving up to 60 litres of water, according to Unilever. The aerosol canisters have a similar price point to a box of laundry detergent, which can typically last for around 20 - 30 washes.
The company's website quoted tech blogger Holly Brockwell as saying: "It does some kind of wizardry ... It's basically dry shampoo for your clothes."
Mr Olivieri, 25, said the product would give millennials more confidence to rewear worn clothes. He said there was nothing on the market that explicitly targeted the issues of smell, wrinkles and shape.
As many as 60 per cent of millennials – people aged 22 to 37 – leave piles of unwashed clothes around their room, according to Unilever's market research.
The firm's home care president Kees Kruythoff calls catering to millennials' mindset a way of "future-proofing" its business as attitudes to laundry change.
Day 2 is only available in the UK for now but here's hoping it comes to NZ soon!