Sidrah Kamal Dissertation - Indus Valley School of Art

Transcription

Kamal |1
Dry-cleaning up close; Is Dry-cleaning a get
out of jail card a low quality product?
By
Sidrah Kamal
Indus Valley School of Art and Architecture
2013
Kamal |2
Dry-cleaning up close; Is Dry-cleaning a get out of jail
card a low quality product?
By
Sania Khaliq
This thesis is submitted in partial fulfillment of the requirements
for the degree of BACHELOR OF TEXTILE DESIGN from
Indus Valley School of Art and Architecture.
Internal Advisor: Humera Tareen
Gemma Sharpe
Arshad Farooqui
External Advisor:
DEPARTMENT OF TEXTILE DESIGN
INDUS VALLEY SCHOOL OF ART AND ARCHITECTURE
KARACHI, PAKISTAN
2013
Kamal |3
ACKNOWLEDGEMENTS
Firstly I would like to express my sincere gratitude to my internal advisor miss Humera
Tareen, for her continuous support and help for my research, for motivating me throughout
this dissertation and providing me with immense knowledge and great ideas. Her guidance
helped me throughout my dissertation process. I would like to place my honour for our
dissertation supervisor Miss. Gemma Sharpe as being such a sweet heart and giving me
immense support and time and for being there always.
Besides her I would like to thank my external advisor Mr. Arshad Farooqui for his advices. I
would like to thank my fellow friends for their support and guidance throughout. I would like
place my special gratitude and unconditional love for my family specially my sister Tarbia
Kamal for believing in me and helping me continuously. It is because of their efforts I was
able to complete my dissertation.
And above all I would like to thank Allah for his immense support, without Him I will not be
able to come this long. Thank you for everything.
TABLE OF CONTENTS
Kamal |4
ABSTRACT ...................................................................................................................... IV
1.0 INTRODUCTION.......................................................................................................... 1
2.0 LITERATURE REVIEW .............................................................................................. 5
2.1 “Dangers of dry cleaning by Environment, Health and Safety Online” ............... 5
2.2 “Fabric Care” by D. Noemia Souza, Noemia D'Souza New Age International ... 8
2.3 “Clothing Labels Regulations for Your Garment” ............................................ 10
2.4 “Green Queen: Look for eco-friendly alternatives to dry-cleaning” by Ann
Marie
McQueen" ..................................................................................... 11
2.5 “Ready to embrace elegance by Ayesha hoda” ................................................ 13
3.0 RESEARCH METHADOLOGY ............................................................................... 15
3.1 Secondary Research ....................................................................................... 15
3.2 Primary Research ........................................................................................... 16
4.0 FINDINGS AND ANALYSIS ..................................................................................... 18
5.0 CONCLUSION ........................................................................................................... 37
BIBLIOGRAPHY .............................................................................................................. 39
APPENDICES.................................................................................................................... 47
Questionnaire 1 ................................................................................................................. 50
Questionnaire 2 ................................................................................................................ 54
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Interview Questions ........................................................................................................ 58
Market survey Check list .................................................................................................... 60
ABSTRACT
Kamal |6
Dry-cleaning, which is known as dry washing is a process of cleaning clothes and textiles in
which chemicals and solvents are used instead of water. Some of these chemicals are
hazardous and are harmful for the environment and the people using these in their daily lives.
This dissertation revolves around the concept of designers who are using this tagline of ‘dry
clean only’ for a low quality product. As majority of the clothes in local boutiques are
labelled with this tagline; it also highlights the reasons behind the low quality product to be
dry-cleaned only. It is a research on how many designers along with the local public are
aware of the dry cleaning effects. It focuses on the argument “why there is a need for a low
quality to be Dry cleaned only and why it is rising as a trend among the locals”. I chose this
topic of dry- clean only because I wanted to find out the secrets behind it and make myself
completely aware about this, I was curious to find out that do the designers know about
effects, as they are the one who are using this tag line of dry clean only.
Kamal |7
INTRODUCTION
Fabric ‘fills an almost endless number of roles in our practical, personal, emotional, social,
communicative, economic and aesthetic’1life. ‘Most textiles are treated with chemicals to
soften and dye them; however these chemicals can be toxic to the environment and can be
transferred to the skin of the people wearing them. Hazardous chemicals used commonly in
the
textile
industry
are
lead,
nickel,
chromium,
aryl
amines,
phthalates
and
tetrachloroethylene.’2
While going on through internet research on technical textile I came across to a lot of details
and facts about dry cleaning process and its advantages and disadvantages.
‘The process of dry - cleaning uses solvent to remove soils and stains from fabric. The dry cleaning process begins with the pre-treatment of spots and stains using special cleaning
agents.’3 It is an easy way out for those who are too busy to hand wash clothes or with care
for clothing but dry-cleaning has opposite effects. ‘There are a lot of chemicals that are used
in dry cleaning process which have a variety of health and safety hazards. These chemicals
includes ; Perc – dry cleaning agent Perchloroethylene, Fluro – dry-cleaning agent for fragile
fabrics Freon, Spotting agents – manual spotting of resistant strains Hydrofluoric acid,
Bleaching agents, Hydrogen peroxide, Sodium hypochlorite, Souring agents , Hydrochloric
1
Beverly Gordon, ‘The fiber of our lives: The conceptual framework for looking at Textiles’ Meanings’ ‘by
Beverly Gordon’ (posted: Friday, August 24, 2012)
http://www.fibre2fashion.com/industry-article/44/4318/the-fiber-of-our-lives1.asp [last accessed: Tuesday, June
18, 2013]
2
‘Name unknown’ ‘what is ethical fashion?’ ‘V&A, Victoria and Albert Museum the world’s greatest museum
of art and design (posted: upload date unknown’
(http://www.vam.ac.uk/content/articles/w/what-is-ethical-fashion/) [last accessed: February 16th, 2013]
3
‘Mary Marlowe Leverette’ ‘Dry Cleaning by Mary Marlowe Leverette’ ‘About.com, laundry’ (posted:
upload date unknown)
(http://laundry.about.com/od/definitions/g/Dry-Cleaning.htm) [last accessed: March 12th, 2013]
Kamal |8
acid , Phosphoric acid , Acetic acid and Alkaline salts.’4 ‘These hazardous substances can
cause human health problems which includes cancer, neurological, liver, and kidney effects
following acute (short-term) and chronic (long-term) inhalation exposure. Adverse
reproductive effects, such as spontaneous abortions, have been reported from occupational
exposure to tetrachloroethylene (perchloroethylene); these chemicals are accumulated by our
bodies
and
are
never
expelled.’5
So, a part of my dissertation will also focus on the dry cleaning chemicals which are harmful
for human health and are used by commercial dry cleaners. This research paper will introduce
the readers about the dry cleaning process and above mentioned chemicals that are utilized,
and will make the reader aware about its effects.
‘Tetrachloroethylene (Perchloroethylene) is that chemical which is widely used for dry
cleaning fabrics. This chemical is used by the dry cleaners for the dry cleaning process. It is
very harmful for human and causes many health problems.’6
Figure 1: The traditional dry-cleaning process uses perchloroethylene, a chemical
that has been identified as harmful to the environment and people.
4
Workplace Health and Safety Queensland, Department of Justice and Attorney-General Information guide:
Dry cleaning and laundry industry series - Chemicals PN10217 Version 2. Last updated February 2010.
(http://www.deir.qld.gov.au/workplace/resources/pdfs/sb_drycleaning_chemicals_guidancesheet.pdf)
[last
accessed: January 9th 2013]
5
‘Ashley Lubyk’ ‘Clean and Chemically’ ‘Clean and Chemically’ (posted: October 17th 2008)
(http://www.greencalgary.org/ask-ashley/details/clean-and-chemically/)[last accessed: 17th june 2013]
6
‘ name unknown’ ‘Ethylene Dibromide (Dibromoethane)’ ‘Technology Transfer Network Air Toxics Web
Site’ (posted: 6/11/2007)
(http://www.epa.gov/ttn/atw/hlthef/tet-ethy.html) [last accessed : march 20th 2012.
Kamal |9
Pakistan is now turning into a fashion symbol as new trends are followed up by the public.
But the people and the consumers have no idea about the reality hidden behind everything.
As my topic is focussing on “Why dry cleaning is becoming a trend in Pakistan (especially in
Karachi)” a research on the people awareness about dry cleaning is very important. It is not
always necessary to use dry cleaning. We just need to wash intelligently. ‘It is encouraged
that we should always read custom fabric care labels but even if it is indicated sometimes, a
professional dry cleaning is not necessary. It is also conducted that most of the clothing that
women dry cleaned were actually machine washable. This means we could potentially save
more than half of the dry cleaning bill if we wash our clothes our selves. Dry cleaning should
always manage rich fabrics like ‘leather, suede and velvet.’7
Nowadays even the local producers are using the tag line of ‘dry clean only’.
The idea behind this dissertation research is to clear out the questions which were bothering
me lot like the reasons behind the excessive use of ‘dry clean only’ statement by the
designers and their knowledge about it, also is there any such dry clean policy has been taken
in Pakistan, or any measures taken by the authorities or information being passed to the local
public about the dangers of dry clean. Although in the international market they have taken
various policies along with rules, regulations and various types of techniques for washing a
fabric and also label care. But why in Karachi it is nowadays a rising trend for a low quality
product to be dry clean only?
7
‘ Fit Custom Shirts’ ‘Home dry cleaning tips for laymen’ ‘FCS fit custom shirts’ (posted:2011)
(http://www.fitcustomshirts.com/blog/home-dry-cleaning-tips-for-laymen/) [last accessed: June 3rd 2013]
Kamal |10
Figure 2: Tags which states DRY CLEAN ONLY.
As fabric is transforming into a luxury more than a necessity; more people are now adapting
new trends, being unaware about the hidden truths & facts. Through this dissertation the
public (workers, low class, middle class, elite or producers) will get an idea and awareness
about the textile facts which are not being confronted by the responsible managing
authorities. And it will leave a beneficial impact on our society. So are we socially
responsible for this?
Kamal |11
2.0 LITERATURE REVIEW
‘The dangers of dry cleaning comes from recent reports and researches which takes us
directly to the chemicals used in traditional dry cleaning methods to cancer, liver and nervous
system damage, infertility, and hormonal disruption. Almost 75 percent of the main element
is used in all dry cleaning which is perchloroethylene. The dry cleaners used the term organic
because any compound based on carbon are called organic, so as percholoroethylene being
the harmful chemical is considered as organic.’8

‘Dangers of dry cleaning by Environment, Health and Safety Online, 2011 Benivia,
LLC.01/20/2013 “Are you concerned about the danger of perchloroethylene from dry
cleaning to your health?”9
In This text “Are you concerned about the danger of perchloroethylene from dry cleaning to
your health?”10 Gives a view about the chemicals used in dry cleaning and its effects to the
consumers as well as the workers of dry-clean industries. This text gives a complete
knowledge about the most common chemical used in dry cleaning i.e. perchloroethylene. As
the main content of this text revolves around U.S.A. which say that 85 percent of the dry
clean shops use this chemical. I choose this text because in Pakistan I think that dry cleaners
have not been aware about the chemicals which are being used in the process of dry cleaning
8
‘Sarah F. Berkowitz’ ‘How to avoid dry cleaning dangers’ ‘mnn( mother nature network)’ (posted: Tue, Mar
08, 2011)
(http://www.mnn.com/lifestyle/natural-beauty-fashion/stories/how-to-avoid-dry-cleaning-dangers) [last
accessed: june 3rd 2013]
‘Name unknown’ ‘Drycleaning’ ‘Environment, Health and Safety Online’ (last updated :June 6th,2013)
(http://www.ehso.com/ehshome/drycleaningdangers.php) [last accessed: June 18th, 2013]
9
‘Name unknown’ ‘Drycleaning’ ‘Environment, Health and Safety Online’(last updated :June 6th,2013)
10
Kamal |12
and almost all the dry cleaners are using this harmful substance. As this text states that many
international researchers have conducted different studies on this commercial dry cleaning,
through which they came up with health and safety hazards. Due to these researches people
living abroad are more informed than people living in Pakistan about the dry cleaning process
and the chemicals used in it.
Figure 3: Local Dry cleaning store.
Dry cleaning is becoming very popular these days publicly in Pakistan. But the people living
here have no knowledge about its effects. I chose this text for my essay because it describes
all the points which come under dry cleaning. The main idea of this text is to give detailed
information about dry cleaning. It states that “People exposed to high levels of perc, even for
brief periods, may experience serious symptoms.”11
“Those include dizziness, fatigue, headaches, confusion, nausea, and skin, lung, eye and
mucous membrane irritation. Repeated exposure to high levels can also irritate the skin, eyes,
nose and mouth, and can cause liver damage and respiratory failure.”12 This statement is
highly important for the producers as well as for the consumers. I think in Pakistan hardly
few dry cleaners have complete idea of these health concerns. And only few of them take any
measures or give importance to these things.
11
12
Kamal |13
Figure 4: Dizziness, headaches are the early effects of Dry cleaning.
Up till now I did not find any health or safety committee or the producers who had taken any
steps to share this knowledge or to work for the betterment. The text speaks about the
hazardous effects on the environment and the waste produce by dry cleaning. After going
through this text I feel that this set of information will contribute in a significant way to my
subject, also will guide me to research about the measures which are already been taken as
well as which can be taken in future. I am inspired by the text when it says that
“approximately 30,000 drycleaners in the United States share the public's concerns about risk
to the environment and human health from exposure to cleaning solvents. Many professional
cleaners have taken significant steps to reduce releases. A chemical industry survey reports
that in the past ten years, drycleaners have reduced their use of perc by more than 60%. Most
of this was accomplished through the replacement of old perc equipment with machines
designed to reduce perc vapours going into the air, and better waste management.”13
This set of information will guide me while going through my primary research. And will
help me pass this valuable information further. Although my dissertation research is not about
the details of dry cleaning it is about why “dry clean only” tagline has became so common
specially for a low quality product or is it an easy way out for the producers?
13
Kamal |14

“Fabric Care” by D. Noemia Souza, Noemia D'Souza New Age International, 01-Jan-
1998 - 176 pages.14 “This book, though written for textiles and clothing students would
certainly be of great help to very many people. Every single person is a consumer of textiles.
‘We all love to wear clothes that are dean and fresh.’ So we need to know how they should
be cared for. Persons in the laundry industry and those managing institutional laundries
would find some very interesting information and help. The book seeks to acquaint the
reader with the nature and characteristics of textile fibres, the different functional finishes
applied to fabrics, types of water and water softening processes, different laundry aids,
laundry equipment and laundry processes. Practical methods of removal of different stains
from different fibre fabrics have been clearly indicated. The book also contains interesting
information on the care of special items like carpets, rugs, upholstery, draperies and leather.
Practical ideas for planning of the laundry area in homes and in institutions have been
suggested.”15
The first text describes the basic process and chemicals of commercial dry cleaning. This
second text had taken from chapter 9 “CARE LABELS “of Fabric Care by BYD. Noemia
Souza, Noemia D'Souza .New Age International, 01-Jan-1998 from pg 87 to 129.
‘This text will be describing the importance of care and labels for a fabric. The wear life of
garments depends on the care one takes of them. In certain countries it has been mandatory,
14
‘Noemia, D Souza’, ‘Fabric Care’ (New Age International, 01-Jan-1998) ‘pg 87 to 129.’
(http://books.google.com.pk/books?id=LA0NdnTHmLMC&dq=is+dry+cleaning+important+for+normal+fabric
&source=gbs_navlinks_s)
15
‘ Noemia, D Souza’, ‘Fabric Care’ (New Age International, 01-Jan-1998) ‘pg 87 to 129.’
Kamal |15
for over quarter of a century that all the garments and even fabrics carry labels indicating
whether they can be laundered or have to be dry-cleaned and which laundering processes are
to be carried out or to be avoided. Even garments that may be laundered by harsher methods
have to bear a label which reads: wash or dry clean, any method. Care labelling has not yet
been made compulsory in our country; exporters of garments are required to do so by the
importing countries.’16 The main part of my research will be based on labelling.
Figure 5: Always read the label care before applying any type of washing.
Nowadays in Pakistan dry-cleaning trends has become very popular. Even the low quality
product has to be labelled with dry clean only. Especially local producers have set the trend
of dry cleaning among the local class. This text provides with standard systems of labelling
which are followed by the international market. The writer has provided with the detailed
instructions for treating different fabrics individually think these standards are very useful
especially for our market where people are unaware about the effects of dry clean.
16
‘Noemia, D Souza’, ‘Fabric Care’ (New Age International, 01-Jan-1998) ‘pg 87 to 129.’
Kamal |16

“Clothing Labels Regulations for Your Garment · 11/15/2012”
‘A reasonable basis is required for all labelling instructions. One example is that you cannot
place a product label of dry cleaning only on a piece of fabric that can be washed in a normal
washing machine. If dyes are known to bleed, you can only allow machine washing if you are
sure that this is not likely to happen, and the best way to ensure that you are safe is to test the
fabric yourself. Since many fabrics are blends of several types of material, you must make
sure that the label accurately describes the entire product. So if you have some fabric that
requires dry cleaning or a cold water wash that is combined with a more durable fabric, use
the requirements for the less durable fabric as the main clothing label.17
Figure 6: A chart which indicates the clothing care international standardize
symbols.
In this article the author also talked about the importance of labels on clothing. And through
this text he was trying to say that we should not just believe completely whatever is written
on the label but we should see what is reasonable and avoid excessive use of dry cleaning.
This gave me an idea about how we can put forward our requirements in front of the
producers and can easily question them. In our country this subject has lack of awareness
17
‘ Anna Woodward’ Clothing label regulations for your garment’ ‘Fiber2Fashion’ (posted:2013)
(http://www.fibre2fashion.com/industry-article/5/401/clothing-label-regulations1.asp) [last accessed: june 3rd
2013]
Kamal |17
among the consumers that is why the local public accepts whatever their producers offer
them. Hardly few of the producers have this awareness about labelling and dry cleaning.

“Green Queen: Look for eco-friendly alternatives to dry-cleaning” by Ann Marie
McQueen May 11, 2011.18 This article gives an overview of dry cleaning and also
describes the substitution which can be used against dry cleaning.
Firstly the author talks about the common solvent used in dry cleaning i.e. perchloroethylene
“One of the most troublesome chemicals used in the process is perchloroethylene, a clear,
colourless solvent commonly referred to as perc, which has been listed by the US
Environmental Protection Agency as hazardous to the environment as well as to humans. A
variety of governments in North America, both at the federal and local levels, have identified
perc as a probable carcinogen, along with the International Agency for Research on Cancer.
Perc can be inhaled and absorbed through the skin, with exposure linked to a variety of shortterm health ailments including nausea, headaches and breathing problems, long-term damage
to the liver and kidneys as well as respiratory and neurological problems.19
I feel that the above mentioned text was just the general idea for readers about what actually
dry cleaning is and also to open the minds of the reader. Secondly the author tells us about
the different policies which were taken in Atlantic by the government for the substitution of
dry cleaning.
“As more has become known about this chemical over the past dozen years or so,
governments on both sides of the Atlantic are enacting policies aimed at phasing out its use
18
‘Ann Marie McQueen’ ‘Green Queen: Look for eco-friendly alternatives to dry-cleaning’, ‘THE
NATIONAL’ (posted: May 11, 2011)
(http://www.thenational.ae/lifestyle/house-home/green-queen-look-for-eco-friendly-alternatives-to-drycleaning#page1) [last accessed: June 3rd 2013]
19
(http://www.thenational.ae/lifestyle/house-home/green-queen-look-for-eco-friendly-alternatives-to-drycleaning#page1) [last accessed: June 3rd 2013]
Kamal |18
over the coming years. As that happens, green dry-cleaning alternatives have been popping
up all over the West to meet demand. Opinions on how "eco-friendly" they are vary, but most
experts seem to tilt towards a process that involves using biodegradable soap and water.
Seinfeld must be chuckling, because this method is called "wet" cleaning.”20
As this article also gives us an idea about Middle East so it helped me increase my
knowledge over all about the subject. The author discussed the changes which are being
made and also how the dry cleaners themselves trying to substitute it and make it aware
among the people. My concern is only why the producers of Pakistan are not taking this
seriously as dry Cleaning is becoming one of the trends these days. The article put forward
some
reality
check
on
what
actually happening in the market. “The problem with dry-cleaning inspired the New Yorkers
Lindsey Wieber Boyd and Gwen Whiting, the founders of The Laundress, to create a range of
eco-friendly speciality detergents and fabric care products.” “We knew about 90 per cent of
our items that were all labelled 'dry clean only' were washable," says Wieber Boyd. "We
knew we could eliminate the need for expensive dry-cleaning with toxic chemicals. We just
needed the products."21 Similarly I feel that these things are also found happening here. The
low quality products, local boutiques around their products have this label of “dry clean only”
can be washable. They can easily avoid this process.
20
(http://www.thenational.ae/lifestyle/house-home/green-queen-look-for-eco-friendly-alternatives-to-drycleaning#page1) [last accessed: June 3rd 2013] (paragraph 6)
21
‘Ann Marie McQueen’ ‘ Green Queen: Look for eco-friendly alternatives to dry-cleaning’, ‘THE
NATIONAL’ (posted: May 11, 2011) (http://www.thenational.ae/lifestyle/house-home/green-queen-look-foreco-friendly-alternatives-to-dry-cleaning#page2)
Kamal |19
“Ready to embrace elegance Posted on January 15, 2013 by Ayesha Hoda”22this article gives
a detailed view about the emerging trend of prêt in Pakistan also tells us about the trend
setters of ready to wear.
“Although unstitched designer lawn continues to be in great demand, ready-to-wear (RTW)
brands are gaining popularity among urban, upper-middle class Pakistani women. RTW
clothing in Pakistan dates back to the early 80s when there were a few select names such as
Generation and Teejays. Eventually, other boutiques also opened to offer RTW, but
affordability remained an issue as such clothes were on the pricey side. The trend of RTW
caught on in the last decade, when brands such as Ego, FnkAsia and Khaadi emerged with
their distinct aesthetic appeal. These were not merely boutiques but came with brand
promises of quality, style and affordability for the modern Pakistani woman.”23
But as the demand of ready to wear is increasing day by day we could see these local
boutiques somewhat losing their contribution towards quality. Nowadays it is becoming a
trend to step in to prêt wear business.
Figure 7: a prêt store shows ready to wear of various
labels on a rack.
Nowadays we could see in the various stores the excessive use of dry clean statements.
22
‘Ayesha Hoda’ ‘Ready to embrace elegance’ ‘AURORA , First published in the November-December 2012
issue of Aurora.’(Posted on January 15, 2013).
(http://auroramag.wordpress.com/2013/01/15/ready-to-embrace-elegance/) [last accessed: June 3rd 2013]
23
Ayesha Hoda’ ‘Ready to embrace elegance’ ‘AURORA , First published in the November-December 2012
issue of Aurora.’ (Posted on January 15, 2013).
(http://auroramag.wordpress.com/2013/01/15/ready-to-embrace-elegance/) [last accessed: June 3rd 2013].
Kamal |20
In Pakistan traditional washing is still present. People in different areas hire maids or keep
washing machines for laundry. Even the dhobi system is still found in most of the area. These
are the ways which are still better to follow.
Kamal |21
3.0 RESEARCH METHODOLOGY
Gathering all the research was a bit challenging as the subject does not have anything related
in the Pak context and so because of that I had to research in such a way that could not be
biased for the Dry cleaners and designers. So keeping in mind all the facts I had to prepare
the surveys through which I can gather a sufficient amount of research and findings for my
dissertation.
This chapter of research methodology will explain the reader on how my primary and
secondary research for this dissertation was prepared.
3.1 SECONDARY RESEARCH
To get more information I first started researching online, browse in the context of Pakistan
but was not able to find any research material related to dangers of dry cleaning in Pakistan
or articles or books on any measures against dry cleaning which would have been taken in
Pakistan. So without spending more time on this I directly started to look in the international
context as the basic idea for my dissertation research topic came through an article known as
‘what is ethical fashion?’ by ‘V&A, Victoria and Albert Museum the world’s greatest
museum of art and design.24 After going through detail research online the texts I have
chosen gave me clear information about the dangers of dry cleaning. I have used texts which
clearly proves the effects of perchloroethylene (chemical used in dryclean) from dry cleaning.
I researched on articles and journals. Also took help from the books and researched on the
prêt rise in Pakistan. There is a lot more about dry cleaning which is important as context to
articles, books available online. I tried to get as much information in my secondary research
because this will help me in analysing why dry-cleaning is becoming so popular nowadays
24
Name unknown’ ‘what is ethical fashion?’ ‘V&A, Victoria and Albert Museum the world’s greatest museum
of art and design (posted: upload date unknown’
(http://www.vam.ac.uk/content/articles/w/what-is-ethical-fashion/) [last accessed: February 16th, 2013]
Kamal |22
among the general public. And also will get a complete knowledge on the chemicals and its
advantages and disadvantages.
A lot of secondary research could be found online and in books but if I look into the Pak
context there is no such information found and no such measures have been taken against dry
cleaning effects. I can only collect information through primary research which will lead me
towards the conclusion.
3.2 PRIMARY RESEARCH
In this dissertation I had used different methods of primary research. These methods include
interviews, surveys and analysis.
At first the main part of the primary research was started with surveys to get aware of what is
happening in the local market around us. These surveys will help me in my analysis. The first
survey was focused on various markets, on different local brands of textiles producing on
larger scale and also local prêt wear boutiques available in Karachi. These stores are present
in different areas of the city. Such as Khaadi, Khaadi Khaas, Generation, Daaman, Agha
Noor, Zahra Ahmed, Maria.B, Beech Tree, Sheep, Ego, Cynosure and Cotton Ginny were
visited at Zamzama Boulevard. Also stores like Koel, Ideas by Gulahmed, Threds were also
visited. A checklist chart was prepared for this survey. As it helped me in finding out the
number of brands using this tagline of dry clean only or do not dry-clean and also where in
Karachi people are actually using international label care for their brands. This research was
focused on the type of fabric, material and cost these brands were using as my dissertation
topic is on why there is a need for a normal fabric to be dry-cleaned.
The second survey includes a larger group of people to get a general opinion on dry cleaning.
Questionnaires were prepared and were distributed among people, in houses and dry cleaners.
This was especially focused on the female class which includes working women, house
Kamal |23
wives, students etc. This survey also helped me in finding out that how many people are
aware about the effects of dry cleaning.
Interviews were also conducted through different dry cleaners, sales man of washing
machines and also the maids who are doing washing in different societies. I will be asking
drycleaners about the chemicals they use, their environment, about their sales, about how
many people bring the products that could be hand wash at home, about types of fabric which
needs dry cleaning or not.
I also interviewed the known and very talented designer of Pakistan Miss Sania Maskatiya. I
also interviewed a graduated of Indus Valley School of Art and Architecture from textile
design, Miss Zeba Matloob. Designer at Samia Ahmed.
For this research both qualitative and quantitative research methods were used. But more of it
was based on quantitative research. My qualitative research was based on the interviews I
have conducted with the dry cleaners, maids, house wives, local public. Asking them about
the prêt rise and why do they prefer dry cleaning.
For my quantitative research I did surveys based on questionnaires and also market research
which gathered the ideas and opinions in numbers.
Kamal |24
4.0 FINDINGS AND ANALYSIS
As the demand of prêt wear is at its peak similarly the demand for dry-clean is also increasing
among our local public. It’s Because of these prêt wear boutiques which are using this tagline
of dry clean only for their products. To find out about the reason behind this I decided to
carry out my dissertation on exactly the rising trend of dry-clean in our society. As Karachi is
one of the biggest cities of Pakistan life here is very fast and people are very social. As
mentioned before in my literature review my dissertation revolves around why ‘dry clean’
only tagline has become so common especially for a low quality product among the local
public.
Figure 8: demand of prêt wears in market.
For my research I started off with surveys among the locals and dry cleaners. I went to dry
clean shops of different areas and conduct interviews from the manager and the sales man. I
made a separate interview questionnaire to get an idea about how much they are qualified and
are aware about dry clean. First I went to the most popular dry cleaning firm in Karachi i.e.
SNOW WHITE DRYCLEANERS which is “ISO CERTIFIED (international organisation for
standardization).”25 I went to the main retail shop of snow white drycleaners which is at
Khayaban-e-Mujahid phase 5. I started with an interview from the manager Mr. Mustafa
Abbasi of snow white dry cleaners; I started off with the basics, little details about their firm.
25
‘about ISO’ http://www.iso.org/iso/home/about.htm
Kamal |25
After asking this I found out that ‘since last three years the sales have increased especially in
the ladies wear which includes ladies lawn, cotton and linen kurtis,26 three piece embroidered
suits, silk and chiffon. They were satisfied with their sales and they also accept that they are
providing a healthy atmosphere to their workers. Their salesmen are hired by the owner of the
firm; the salesmen have academic qualifications as they have to deal with customers and are
supposed to strengthen relationship with the consumers. But the labour they hired does not
have any knowledge or qualifications regarding their jobs. As Mr. Mustafa Abbasi mentioned
when interviewed for this assignment, ‘At work, they are only made aware of the process,
working conditions and the do’s and don’ts of the firm and are told to undertake the given
instructions.’27 As this point raised so many questions in my mind I directly asked him about
the chemicals being used and their effects. The manager and the sales man were aware of the
chemicals being used but I was astonished by the fact that they do not have any knowledge
about the after affects that may occur after utilizing these chemicals. As Mr. Mustafa Abbasi
believes that ‘perchloroethylene is the only chemical without which dry clean is not
possible.’28 According to Mr. Mustafa Abbasi ‘this chemical removes stains faster and is
organic’29 like it’s mentioned in the ‘first paragraph of my literature review.’30 As Mr.
Mustafa Abbasi said “they do not follow any other methods of dry-clean like ‘green drycleaning”31 which was previously mentioned in my literature review because no measures
have been taken up by the concerned authorities on perchloroethylene. Working under that
environment I think that these people should have complete knowledge about the use and
effects of dry clean, that is why the people are also not aware about these hidden facts of drycleaning and so easily it is becoming a new trend among the local public. The products which
26
‘A long loose garment like a shirt without a collar, worn by both man and woman.’
th
‘ Mr. Mustafa Abbasi, 20 march 2013,(interview was conducted in person and transcribed)
28
th
29
th
30
th
31
th
27
Kamal |26
are mostly brought by the customers were upholstery fabrics, cotton fabrics, linen fabrics and
lawn as well. After the survey of this shop which is located in defence, I mostly found ladies
wear undergoing dry cleaning which includes normal embroidered lawn three piece suits and
linen ‘kurtis.’32 I assumed that salesmen try to play it safe. They tend to keep all the garments
with themselves for dry-cleaning brought by their customers even if they can be easily hand
washed at homes. They keep them uninformed without letting their secrets go out. While
going through a website of starz.pk33 about Snowhite DryCleaners I went through the
comments list which states a lot of negative remarks about damage of clothes and their bad
service so I asked them about the damages which a fabric can face after getting it dry clean.
But after receiving a negative reaction on that one I asked about those fabrics which really
need to be dry clean. According to them fabrics of all types can be dry cleaned, especially
those who have the risk of colour bleed and have embellishments.
After conducting this interview I came to know that although the people in this field are
aware about the chemicals used in dry clean but they does not have a detailed knowledge
about the effects of these chemicals. The customers are mostly women who are getting their
clothes for dry clean and Most of their clothes are normal fabric like cotton, lawn and linen
which can be washed at home. They also told me that mostly the clothes brought up by the
women are bought from the boutiques. As these clothes carry this label of dry clean only.
According to ‘Mr. Mustafa Abbasi ‘if a garment faces any damage after dry clean it is not
their fault it’s the responsibility of the producer of that garment.’34 Also sometimes they
refuse to take in those fabrics or dresses which are of low quality and which has maximum
risk factors (like colour not so fast, fabric damage). Although I did not ask the manager and
32
33
34
‘A long loose garment like a shirt without a collar, worn by both man and woman.’
‘snowhite drycleaners, (http://www.starz.pk/biz/karachi/snowhite-drycleaners-saddar)
th
Kamal |27
the salesman anything bias but one thing which was awkward during this conversation was
their body language. I think that they were very uncomfortable or may be scared while I was
interviewing them as if they are doing something wrong. They were providing me with
incomplete information.
I feel that being as the most famous drycleaners it’s their responsibility to aware the public
with details of dry clean, details of chemicals, washing details, healthy washing etc. they
should take measures against perchloroethylene. Even researchers can conduct different
studies on commercial dry cleaning so that the issues of health and safety can be resolved
easily.
Figure 9: a phrase which describes dry cleaning.
I also visited other dry cleaners like Mercury, Tip Top, Swano and Classic dry cleaners to get
an idea about their dry cleaning. All of these firms mentioned the same technique and
chemicals of dry cleaning. After interviewing them I found out that in dry cleaning area
where the store is located matters a lot. After looking at the sales of some areas like Defence,
Clifton, Tariq road I think that here the demand of dry clean is higher among the female
sector as the women here are very independent which includes mostly working women. As
most of the elite class belongs in these areas they mostly prefer ready to wear clothing for
their daily use so the use of dry clean is more. Women have made dry clean as the part of
their routine life. In these areas it has become as a status symbol and also they can easily
Kamal |28
afford it on a regular basis as compare to other areas, where woman are not that independent
and are not ready to spend much on dry clean. While if go to the drycleaners which are on the
other areas we could see that the demand is among the male sector. Women there still
considered traditional hand or machine washing as their first preference and the sales of the
dry cleaners clearly gave me an idea that they have a less quantity of women wear in there
stores. The reason behind the rising trend of dry clean is due to the rise in demand of prêt
wear which is mostly labelled as dry clean only. I also visited those dry cleaning shops which
are not famous and are run by the middle class. These types of dry cleaning shops are found
in the small streets where dry cleaning is done in low rates. These are actually low budget
shops which are started by the locals. They have no formal education and also they are not
using proper equipments. People here are mostly uneducated they just blindly believes and
follow others, they hand in their garments to these dry cleaners just considering it as a
professional dry cleaning.
After going through these interviews and visiting drycleaners of various areas I think that
there were no proper measures had been be taken by the dry cleaners. They all should come
together at one platform and work for the health and safety of the people and the
environment. They should avoid excessive use of perchloroethylene. They did not take any
international policies in to their account against the hazardous chemical which could have
helped then in making their firm more successful. They should try to provide their customers
with the correct information about their garments instead of just thinking to gain sales and
profits. Like I did mention in the first text of my literature review ‘that many professionals
internationally have taken steps to reduce the use of perchloroethylene.’35 Similarly our
Name unknown’ ‘Drycleaning’ ‘Environment, Health and Safety Online’ (last updated :June 6 th,2013)
35
Kamal |29
professionals should look forward to these people and take serious stand for the betterment of
the people.
After conducting interviews from dry cleaners I did a market survey which was my second
most important task for this research. in which I visited all the prêt wear stores, local
boutiques also retail stores mainly Khaadi, Khaadi Khaas, Generation, Daaman, Agha Noor,
Zahrak Ahmed , Maria.B, Beech Tree, Sheep, Ego, Cynosure and Cotton Ginny to find out
that how many of them are using this tagline. I made a check list in which the product,
material of the garment, price and the tag has to go through a detail check. The reason for this
survey is to find out about how many locals are using this tagline of ‘dry clean only’ and
why? The main aspect behind this survey was to make myself aware about the secrets behind
these taglines and why are they being used so commonly in the commercial market and also
which of these brands are using this method of ‘international labelling.’36
At First I visited khaadi and khaadi khaas which is now the most popular and best sellable
brand in our city. Khaadi has a lot of variety regarding the products. I first went through the
women section in which stitched long shirts and lawn suits were available. While going
through the wrack. I found out that some of the lawn shirts were labelled as dry clean only.
Also the unstitched lawn suits which were packed were labelled as dry clean only. I did not
find any reason for a three piece suit to be dry clean only. One thing which appealed me
about Khaadi was they uses international fabric label care for some their products. It states all
the ‘international symbols and standards’37 which were discussed in the second text of my
literature review. In most of the garments they have provided complete washing information
on the label. The label provides the customer with all precautions which should be
undertaken while washing lawn cotton and linen.
36
37
‘textile industry affairs’, (http://www.textileaffairs.com/c-common.htm)
‘textile industry affairs’, (http://www.textileaffairs.com/c-common.htm)
Kamal |30
Figure 10: a label with international standard found in Khaadi.
On the other hand in khaadi khaas almost all the products of jorjurds, silks and chiffons were
labelled as dry clean.
I also had a short discussion with Khaadi manager present at Dolmen City. I asked him why it
is necessary for a lawn suit to be dry clean. As lawn is a daily wear casual fabric it cannot
afford to be dry clean on a regular basis. According to him the reason behind this is that some
of the colours bleed if they under taken by hand wash, also nowadays people prefer dry clean
more, and it used to make the suit looks fresher.
Figure 11: Khaadi lawn suit from eid collection 2013.
After Khaadi I went to sheep which is another popular local brand of ready to wear. Here
mostly fabric like cotton and linens are found. They keep ready to wear single piece
garments. While going through their products I found out that they do have provided their
label with little information about their products. Some of them were labelled as hand wash
Kamal |31
which were cotton but linens were labelled as dry-clean only. The manager told me that as
the weather of Karachi is mostly hot for about 9 months people here mostly prefer lawn and
linen. And these days linen has acquired a high point. So to make it long lasting and to avoid
facing any damages we use this tagline of dry clean only.
After this I visited Generation. Generation is the first and the largest retail store of ready to
wear clothes. In generation they have provided little information about washing procedure
but the information was relatively better as it states that their cotton and lawn fabrics should
mostly be hand wash. And dry cleaning was mostly preferred for voiles and chiffons.
Then I went to ensemble which is a multi designer store, where clothes by famous designers
are available. Designers such as Nida Azwer, Nomi Ansari, Sania Maskatiya have their latest
collection displayed. I went through the rack of almost all the designers and found out that
mostly they have used this tagline of dry clean only on their casual wear which are mostly
linen or cotton shirt with little embellishments. I feel that the clothes which were labelled as
dry clean only can be washed easily by hand if the producers are not using low quality
material; because of this use of low qualities a customer has to face a lot of problems, at first
they will hand in that product for dry clean but after that they will not because one cannot
afford to send in their garment again and again for dry cleaning and if for instance they wash
it at home they will face a huge damage of that product. So that is why low quality material
should be avoided by the designers and should maintain a good name of their label.
Then I visited Nishat linen store at Dolmen city Clifton, It was a big store with lots of
variety. Their outlet keeps women wear and men’s wear along with kid’s wear. Almost all the
products present there have this label of dry clean only. Even the lawn kurtis’ and kids wear
have this tag. Similarly designers which produces on small scale like Agha Noor, Zahra
Ahmed, Naz junaid, Cynosure, Cotton Ginny, Daaman, Unbeatable, Kolachites, Aisha linen,
Kamal |32
cherry wrap, pink tree have this label of dry clean only on a simple linen shirt. These labels
have a higher demand as they sell in affordable rates but they have excessive use of this
statement of dry clean only and that is why these labels play a vital role in making dry
cleaning as a new adopting trend among the local public.
Figure 12: a linen kurta by Aisha
Figure 13: a lawn kurta by Beech Tree
Figure 14: a cotton kurta by Thredz.
Kamal |33
Then I did surveys for my dissertation among the local public which includes working
women, housewives and students. I have gone through many surveys and interviewed those
who prefer prêt wear and usually hand in their products for drycleaning. I asked questions
which were important and help me in my analysis for my research. The survey was prepared
for both, the higher class and also middle class who can afford both ready to wear and also
dry cleaning.
The survey was made for the women aged from 17 onwards. And it offers multiple choice
questions to be answered. The reason behind this survey was to find out the knowledge of
people about dry cleaning and how many of them do consider proper labelling and takes the
pros and cons of the product seriously.
After the survey I found out that 70% public prefer Khaadi, 10% prefer Sheep, 10 % prefer
Generation and 10% Threads. 90% of the public prefer stitched garments as compare to
unstitched.90% of the public say that their selected brand is reliable. 55% of the public say
that they check on the quality of the product before buying it. 40% of the public are
concerned about the pros and cons of the product.60 % of the public check on the tag before
the purchase. 55% say that the tag does not provide with the sufficient precautions. 59% say
that lawn should be hand wash, 69% say that cotton should be dry cleaned.45% say that linen
should be dry cleaned.68% and 66% say that silk and chiffon should be dry clean. I also came
to know how often people use dry clean in their daily routine life. I also find out that 90 % of
the people are not aware about the chemicals used in dry clean and also the effects of dry
clean. Some of them have also experienced damage if they don’t follow the precautions on
the label. Although most of them have encountered damages after dry clean.
There are many professional designers in our town, who are working really hard to make
their brand more powerful in the market. Each one of them is selling their own style and
Kamal |34
wants their designs to be accepted by the majority. Because of their unique styles the
competition among the designers have suddenly went on its peak. Each one of them is trying
to reach the heights of the markets. It’s because of these designers people of Karachi are
adopting new styles and new trends of fashion as in daily basis. But in all of this I feel that
some of the designers nowadays mostly focus onto the styling and pricing of a garment. They
should also focus on the quality and labelling of fabric care which is the second most
important thing for a garment, as it is a guidance for the buyer that how he can maintain the
life and the look of the overall garment.
To make my research more clear, I have interviewed two designers. The first interview was
conducted from one of the most talented and inspired designer of this era: Sania Maskatiya of
label Sania Maskatiya. Through this interview I wanted to know her point of view about dryclean and how she is treating her garments which are displayed under her label.
I started off with basic questions, her educational background which helped her come this
long in her profession.
Sania Maskatiya is a very simple, down to earth as a person. She acquired her formal
education in Textile design, from Indus Valley School of Art And Architecture. She is into
designing since 2007. For two years she worked as a designer for another label known as
‘Chamak’. In 2010 she launched her own label named Sania Maskatiya. Designing clothes is
her passion. As being a house wife and a mother of two beautiful daughters she is running her
label with full dedication and hard work. Her store has a lot of variety of clothes for women
of all ages, mainly prêt wear which includes casuals, semi formals and formals.
When asked about the fabrics, the talented Sania said that, her label mostly uses cotton, lawn
and voile. According to her these three fabrics are mostly preferred due to the hot weather;
these types of fabrics are suitable and easy to handle in this environment. For her casuals she
Kamal |35
mostly uses cotton, lawn and linen. For her semi formals she uses voile, chiffons etc. her
clothes also have block prints, digital prints and also embellished with buttons, embroideries
etc.
After this I directly started to ask her about which washing technique she uses for her
personal and professional clothing. Miss Sania Maskatiya confidently said when interviewed
“I preferred both hand wash and dry clean as both of them are equally important for the
suitable fabrics.”38 I wanted to get her idea about which fabric should be hand wash or dry
clean. Miss Sania Maskatiya recommended when interviewed that “ lawn and voile should be
hand wash and should be treated softly and if there are any embellishments on the garment
then machine wash should be avoided as it will ruin them also for semi formals dry - clean is
recommended.”
According to Sania the reason behind the rising trend of dry cleaning is people nowadays
prefer dry- clean as compare to hand or machine wash as dry cleaning as Clothes look newer
and better with dry cleaning especially for formal wear.
As designers nowadays mostly recommend dry clean even for a simple shirt or kurta I asked
her why this is so, Miss Sania Maskatiya said when interviewed that “it will be unfair if dry
clean is used even for lawn cotton and linen. Sometimes if it is a silk tunic and have block
print or any other embellishments then it should be labelled as dry clean, however personally
for my own prêt wear I always washed them at home, and avoid excessive use of dry
cleaning.”39
Her label also uses this tag line of ‘dry- clean only’ but in some of the lines like formals and
semi formals. Miss Sania Maskatiya said when interviewed “this is because some outfits have
block, screen print detailing with silk finishing, the colour will not run but its recommended
38
39
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‘ Sania Maskatiya’, 25 may 2013, (interview was conducted)
th
Kamal |36
to dry clean them.”40 She also said that it is necessary for some garments made of crepe, silk
which have embroideries and bead word to recommend dry cleaning for them.
After asking about her view on washing I asked her directly about the chemicals used in dry
cleaning and its effects, but after hearing this, her reaction was a little blank as she said she
has no idea about these things. I also asked about her label instructions for washing that is her
label provides their customers with enough or detail or with no information about washing
and care of the product. Miss Sania Maskatiya exclaimed when interviewed that “we do
provide with information for our lawn lines only.”41For others they just labelled them as dry
clean. I also asked her why sometimes clients bring in back the products and the reason
behind this. She said that it is due to applying wrong methods of washing. The colours bleed,
fabric gets damage, and clients should follow to what has been advised by the label.
I wanted to know from her that is it a responsibility of a designer to provide their customers
with pros and cons of dry cleaning. But Miss Sania Maskatiya confidently said when
interviewed “No it's totally up to the client. Personally I wash my clothes at home and steam
them myself.”42
She feels that fabric is something which is very delicate and textural. It should be dealt softly
and with complete care. One should love and adore what she wears and protect it from stains
and damages.
On asking her whether formal education of fabric care should be made compulsory for a
textile or fashion designer Miss Sania Maskatiya when interviewed gave me a positive
feedback that “it should be surely made compulsory indeed it will help in increasing the
40
th
th
42
th
41
Kamal |37
knowledge also this is something which will work towards the betterment of our fashion and
textile industry.”43
After interviewing her I felt that for a textile and fashion designer it is very necessary to have
complete knowledge about different techniques of washing especially dry clean. So that they
can provide their customers with pros and cons also it will be helpful for them they will avoid
using those materials and things which needs dry cleaning. As being a professional designer
she still preferred hand wash and wash her clothes at home only. This is very inspiring for me
as being a working women and a house wife she still following traditional home washing.
One should know the importance of fabric and treat it nicely. Also I think that being the
owner of such a big and most sellable name she should know about the harmful effects of dry
clean and also try to make people aware about these effects. It will help her and also her
clients and the local public to get rid of dry cleaning which is extremely harmful. Also it will
be beneficial for our society and environment if these types of professional designers which
are preferred by most come together and take some initiatives and pass on this significant
information which helps in avoiding dry clean.
The next interview was conducted by another very talented designer Zeba Matloob. She’s
also a graduate of Indus Valley School of Art and Architecture in textile design. She and
Sania Maskatiya are from the same batch. She has started designing under the label of J.
which is Junaid Jamshed then after working there for few years she is started off with Samia
Ahmed under the label of Samia Ahmed as a designer. Zeba is a very decent and fun loving
person. She loves to work with intricate designs and block prints. I started my interview with
the same questions which were asked by Sania Maskatiya. After getting her educational
background I asked her choice of fabric for prêt wear. She mentioned lawn and voile. For
which she confidently preferred hand or machine wash. Miss Zeba Matloob said when
43
th
Kamal |38
interviewed “lawn and voile are those types of fabrics which should be hand wash as the
fabric last for longer. Linen can also be recommended to wash at home if it’s not of low
quality and is not so colour fast.”44
According to Miss Zeba Matloob said when interviewed “the trend of dry clean is increased
because of the designers and labels that make their garments considering it to be dry clean,
but not by the public as most of them cannot afford dry cleaning expenses.”45
On asking her the reasons behind designers who recommend dry clean for a simple shirt or
kurta, Miss Zeba Matloob exclaimed when interviewed "the fabric used by most designers is
cheap in quality to make it affordable for people. Fabric colours are not so fast that is why
designers asked them to dry clean their fabric. (This is for the designers who use cheap
fabric).”46 The label where she works also uses this tag line of dry clean only but it depends
on the outfit to outfit. Miss Zeba Matloob said when interviewed “If it is a block print dress
then it is labelled as ‘do not dry clean’ because block print will fade away in two to three
wash of dry clean and will also damage the fabric.”47 Similarly it’s not necessary for all the
fabrics to be dry clean. She also said that she is not aware about the harmful chemicals being
used in dry cleaning process and how it is affecting us and never find anything in her
surroundings related to this. For their formal garments they just use statements like dry clean
recommended or dry clean only. According to Miss Zeba Matloob said when interviewed “it
is the responsibility of a designer to provide their clients with pros and cons of the garments.
Also professional education about fabric care shall be made compulsory as it will help the
designers and the students to look into the details of fabric.”48
44
th
‘ Zeba Matloob’, 15 may 2013, ( interview was conducted)
th
46
th
47
th
45
48
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Zeba Matloob’, 15 may 2013, ( interview was conducted)
Kamal |39
In her interview few things were similar to what Sania Maskatiya has pointed out but few
answers differ a lot. As a designer she accept that most of the designers uses cheap fabric and
colours with less fast that is why they label them as dry clean only. This is what I have also
experienced in my market survey, to increase their sales they sell it in affordable prices but
uses low quality fabric and labelled it with dry clean. Even some of the well-known educated
designers are following these policies, which is quite shameful for our fashion industry.
After all these surveys and interviews I conducted , the market surveys, visiting different
labels and outlets I found out that most of the designers are not using international label care
rules, which are as important as the fabric or design of the particular garment. Some does not
even bother to use the tags for their products. These things are being ignored for a long period
of time and up till now nobody has actually stood up against these things. Also not providing
their customers with complete knowledge of how they can take care of their garment. People
just have to have a clear and complete knowledge about the process and its effects before
making it as part of their routine life. It is being taken as a luxury but I feel it is becoming a
status symbol and also a way out for a low quality product.
Although some of their owners does not have any formal training about it but because of high
capital and investing power they are doing this business. These people are actually attracting
the customers towards the dangers of textiles. It should be there first step to go through a
detail study about dry cleaning and think twice before labelling a garment as dry clean only.
It’s the responsibility of designers to inform the public about how harmful dry cleaning is. It
is fine if it is being used rarely and for silks and chiffons but using it as on daily basis putting
oneself in danger is not a good idea.
Kamal |40
Figure 17: a label which shows all the statements used in label care.
As a textile student I feel that it is the responsibility of technical textile department or health
and safety researchers to aware us about these issues like it happens in international market.
So that before starting any business or working with another designers we should know all
the details and can produce keeping in mind the safety and betterment of a client.
For consumers, as the trend of ready to wear is increasing day by day the consumers are
ignoring all the other details of the garment. They are just concerned about the design, the
cuts and the brand name. They started neglecting the importance fabric. They should not
follow the tagline of dry clean only but should take this warning seriously.
From The survey which was done among the local public I found out that the public is not
aware at all about the chemicals used in dry clean process.they have no idea about how
harmful it is. They just hand it over to the dry cleaners and just follow whatever the tag states.
Also the drycleaners themselves have a very little knowledge.
In our local market only two three brands are following international method of labelling.
The market research gave me the number that almost except 2 to 3 all the labels are using this
statement for their products.
Kamal |41
Figure 15
It is clear that the reasons behind the use of the tagline of ‘dry clean only’ is that brands are
using low quality products which includes the fabric , colour dyes and cheap embellishments.
Selling their products with the label of dry clean only indicates that they try to get rid of all
the secrets behind the particular garment. Even some of them don’t bother to label their
garments as these producers do not take label care seriously and are mostly are concerned
about their sales and market. People trust them blindly and are always ready to spend a good
amount on their products so it’s their right to know the details. They should use good quality
material and avoid the use of dry clean only tag line.
I think that the label of dry clean should be ignored if used for fabrics like cotton, lawn and
linen unless it is something very expensive. Gentle hand wash or slight machine wash and
then leave it to dry is a far better option to use. It is the waste of money and a responsibility
of pick and drop service of dry cleaning. The garments which states dry clean only can be
hand wash at home but with little care. People should avoid dry clean on daily basis as it is
very harmful for human bodies. When a person wore a garment which is dry cleaned the
chemicals used while dry cleaning will be absorbed the human body and will harm
dangerously. People here just have to wash the clothes intelligently.
Kamal |42
Figure 16: boycott dry clean only garments.
We in our society have so many options. We have maids who can hand and machine wash for
us, we have our traditional washing which is dhobi so we can choose any option which is
most suitable for our garment. As up till now no measures have been taken regarding this
issue and people are unaware about it. Like ‘EPA’49 present in United States (United States
Environmental Protection Agency), our country should also have started a firm which deals
with all the health and environment of our country. Designers should come together and
make a community in which these issues should be discussed and what measures can be
taken against these. Some people believes that if they hand in their garments for dry clean
they will have a longer life and will always look new but in reality in dry cleaning the fabric
loses its life and also its colour fade by time also it gets weaker. The designers should also
think on these lines as it is not necessary for a normal product to be dry-cleaned only.
49
(http://www.epa.gov/)
Kamal |43
5.0 CONCLUSION
The aim of this dissertation was to find out the reasons behind the need of a local product to
be dry cleaned only, also to provide basic knowledge of dry clean, the increasing demand of
dry clean and why mostly the tagline of ‘dry clean only’ being used in the market. The local
public including me have a very little knowledge about technical textiles. Especially female
sector which is only following what trend offers them. Through this dissertation I wanted to
actually look in the detail of clothes and what’s happening in the market around us.
After having a thorough survey on the dry cleaners and on the market survey, I came to the
conclusion that almost all the dry cleaners use the hazardous chemicals that
perchloroethylene even for a low quality fabric. They have no knowledge about its effect and
if they know they try to hide them from the public. They just focus on their sales and
business. Also no policies have been taken under this issue and no attention has been taken
on label care. Only two to three brands are using international label care. They believe that
dry cleaning is not possible without perc, and it is a better way to make a garment looks fresh
and new.
From the previous chapters I have analyzed that most of the designers themselves have no
such knowledge about dry clean. They are using this tag to get away with the facts hidden
behind. These facts include the use of low quality fabric, bleed of dyes, using cheap
embellishments to make the garment affordable and sellable. They are just getting away with
their responsibility as a designer towards public and the market. Most of the women in our
city are working and are very independent that’s why they prefer ready to wear and dry clean.
Every person has the right to question. It will be helpful for an individual if he just not
believe or follow what has been provided or the statement but to show some concerns
towards these facts and should question the responsible authorities for details.
Kamal |44
It is not necessary to use dry cleaning as it will be better if we avoid it and try to wash the
clothes at home only so that we know under which process and things our garments are going
through. We should love and respect our clothes and do not let them to pass on through these
dangers of dry cleaning.
Kamal |45
BIBLIOGRAPHY

Beverly Gordon, ‘The fiber of our lives: The conceptual framework for looking at
Textiles’ Meanings’ ‘by Beverly Gordon’ (posted: Friday, August 24, 2012)
http://www.fibre2fashion.com/industry-article/44/4318/the-fiber-of-our-lives1.asp
[last accessed: Tuesday, June 18, 2013]

‘What is ethical fashion?’ ‘V&A, Victoria and Albert Museum the world’s greatest
museum of art and design (posted: upload date unknown’
(http://www.vam.ac.uk/content/articles/w/what-is-ethical-fashion/)
[last
accessed:
Marlowe
Leverette’
February 16th, 2013]

‘Mary
Marlowe
Leverette’
‘Dry Cleaning
by Mary
‘About.com, laundry’ (posted: upload date unknown)
(http://laundry.about.com/od/definitions/g/Dry-Cleaning.htm) [last accessed: March
12th, 2013]

Workplace Health and Safety Queensland, Department of Justice and AttorneyGeneral Information guide: Dry cleaning and laundry industry series - Chemicals
PN10217
Version
2.
Last
updated
February
2010.
(http://www.deir.qld.gov.au/workplace/resources/pdfs/sb_drycleaning_chemicals_gui
dancesheet.pdf) [last accessed: January 9th 2013]
Kamal |46

‘Ashley Lubyk’ ‘Clean and Chemically’ ‘Clean and Chemically’ (posted: October
17th 2008)
(http://www.greencalgary.org/ask-ashley/details/clean-and-chemically/)[last
accessed: 17th june 2013]

‘Ethylene Dibromide (Dibromoethane)’ ‘Technology Transfer Network Air Toxics
Web Site’ (posted: 6/11/2007)
(http://www.epa.gov/ttn/atw/hlthef/tet-ethy.html) [last accessed : march 20th 2012.

Fit Custom Shirts’ ‘Home dry cleaning tips for laymen’ ‘FCS fit custom shirts’
(posted:2011)
(http://www.fitcustomshirts.com/blog/home-dry-cleaning-tips-for-laymen/)
accessed: June

[last
3rd 2013]
‘Sarah F. Berkowitz’ ‘How to avoid dry cleaning dangers’ ‘mnn( mother nature
network)’ (posted: Tue, Mar 08, 2011)
(http://www.mnn.com/lifestyle/natural-beauty-fashion/stories/how-to-avoid-drycleaning-dangers) [last accessed: june 3rd 2013]

‘Drycleaning’ ‘Environment, Health and Safety Online’ (last updated :June 6th,2013)
(http://www.ehso.com/ehshome/drycleaningdangers.php) [last accessed: June 18th,
2013]
Kamal |47

‘Noemia, D Souza’, ‘Fabric Care’ (New Age International, 01-Jan-1998) ‘pg 87 to
129.’
(http://books.google.com.pk/books?id=LA0NdnTHmLMC&dq=is+dry+cleaning+imp
ortant+for+normal+fabric&source=gbs_navlinks_s)

‘ Anna Woodward’ Clothing label regulations for your garment’ ‘Fiber2Fashion’
(posted:2013)
(http://www.fibre2fashion.com/industry-article/5/401/clothing-labelregulations1.asp) [last accessed: June 3rd 2013]

‘Ann Marie McQueen’ ‘Green Queen: Look for eco-friendly alternatives to drycleaning’, ‘THE NATIONAL’ (posted: May 11, 2011)
(http://www.thenational.ae/lifestyle/house-home/green-queen-look-for-eco-friendlyalternatives-to-dry-cleaning#page1) [last accessed: June 3rd 2013]

‘Ayesha Hoda’ ‘Ready to embrace elegance’ ‘AURORA , First published in the
November-December 2012 issue of Aurora.’(Posted on January 15, 2013).
(http://auroramag.wordpress.com/2013/01/15/ready-to-embrace-elegance/)
[Last
accessed: June 3rd 2013]

Snowhite drycleaners, (http://www.starz.pk/biz/karachi/snowhite-drycleaners-saddar)

(http://www.epa.gov/)
Kamal |48
Figure 1:
http://www.thenational.ae/lifestyle/house-home/green-queen-look-for-eco-friendlyalternatives-to-dry-cleaning
http://www.thenational.ae/lifestyle/house-home/green-queen-look-for-eco-friendlyalternatives-to-dry-cleaning#ixzz2Wl2ByOYA
Figure 2:
http://www.google.com.pk/search?gs_rn=17&gs_ri=psyab&suggest=p&cp=20&gs_id=27&xhr=t&q=pret+rise+in+karachi&rlz=1R2ADFA_enPK42
6&bav=on.2,or.r_qf.&bvm=bv.48175248,d.Yms&biw=1280&bih=591&wrapid=tljp1371730
210105038&um=1&ie=UTF8&hl=en&tbm=isch&source=og&sa=N&tab=wi&ei=MPHCUYbKOZDJsgbU34DgDw#um=
1&rlz=1R2ADFA_enPK426&hl=en&tbm=isch&sa=1&q=dry+clean+only&oq=dry+clean+o
nly&gs_l=img.3..0l10.38686.43470.14.43889.14.4.0.10.10.2.354.963.1j0j2j1.4.0...0.0...1c.1.
17.img.Prtsog4hEc&bav=on.2,or.r_qf.&bvm=bv.48175248,d.Yms&fp=32a60a57d51b029f&biw=1280&bi
h=591&facrc=_&imgdii=_&imgrc=FjHSbFpkAamekM%3A%3BoP65wcJV3ykFQM%3Bhtt
p%253A%252F%252Fwww.misi.co.uk%252Fuploadedimages%252F4357224drycleanonly.j
pg%3Bhttp%253A%252F%252Fwww.misi.co.uk%252Fgifts%252F28885%3B800%3B600
Figure 3:
Kamal |49

Mary Marlowe Leverette’ ‘Dry Cleaning by Mary Marlowe Leverette’ ‘About.com,
laundry’ (posted: upload date unknown)
(http://laundry.about.com/od/definitions/g/Dry-Cleaning.htm) [last accessed: March
12th, 2013]
Figure 4:
http://www.google.com.pk/imgres?q=dizziness&um=1&rlz=1R2ADFA_enPK426&hl=en&b
iw=1280&bih=591&tbm=isch&tbnid=32_jxnKDEi3YM:&imgrefurl=http://brooklynchiropractor.blogspot.com/2013/01/80-of-patients-withdizziness-improve.html&docid=5fe8gXs7fBhfVM&imgurl=http://4.bp.blogspot.com/JHmVCXHrpAk/UQbjVNQ0WkI/AAAAAAAAAYs/2KZdDZaoj4/s1600/dizzy.jpg&w=1600&h=1216&ei=igbDUfvrFs31sgbwooC4DQ&zoom=1&ved=
1t:3588,r:26,s:0,i:170&iact=rc&page=2&tbnh=175&tbnw=230&start=11&ndsp=17&tx=128
&ty=136#imgdii=32_jxnKD-Ei3YM%3A%3BTfaus2x6w7hNhM%3B32_jxnKDEi3YM%3A
Figure 5:
http://images.wisegeek.com/gentle-cycle.jpg
Figure 6:
Kamal |50
http://www.google.com.pk/search?gs_rn=17&gs_ri=psyab&suggest=p&cp=10&gs_id=1e&xhr=t&q=fabric+care+symbols&rlz=1R2ADFA_enPK42
6&bav=on.2,or.r_qf.&bvm=bv.48175248,d.bGE&biw=1280&bih=591&wrapid=tljp1371729
422498020&um=1&ie=UTF-8&hl=en&tbm=isch&source=og&sa=N&tab=wi&ei=G7CUZ3qEqOE4gT5vYHgCQ#facrc=_&imgdii=_&imgrc=qspc7kc5xk92UM%3A%3BvxZB
MkjJF9CgPM%3Bhttp%253A%252F%252Fwww.flyingneedle.ca%252Fwpcontent%252Fuploads%252F2008%252F05%252Flaundry-care-guidethumb.jpg%3Bhttp%253A%252F%252Fwww.flyingneedle.ca%252Fsewing-tips-andprojects%252Ffabric-care-what-do-all-those-symbols-mean%252F%3B499%3B600
http://www.flyingneedle.ca/sewing-tips-and-projects/fabric-care-what-do-all-those-symbolsmean/
Figure 7:
http://somethinghaute.wordpress.com/2012/01/22/brands-just-pret/
Figure 8:
http://www.google.com.pk/imgres?q=pret+wear+local+stores&um=1&rlz=1R2ADFA_enPK
426&hl=en&biw=1280&bih=591&tbm=isch&tbnid=Fa3OTZd9gSfMuM:&imgrefurl=http://
auroramagazine.blogspot.com/2011/10/little-shop-with-bigideas.html&docid=rkZV6_X1eOh3sM&imgurl=http://3.bp.blogspot.com/6t3sY9VDgxs/TpwqSHNbuPI/AAAAAAAAAuE/rD_ouKVSQBE/s1600/DSC_0229.JPG&
w=1600&h=1063&ei=8gLDUdbHHYKBtAbrxoGgDA&zoom=1&ved=1t:3588,r:90,s:0,i:36
5&iact=rc&page=5&tbnh=167&tbnw=243&start=86&ndsp=19&tx=89&ty=71
Figure 9:
Kamal |51
http://www.google.com.pk/imgres?q=dry+clean+only&start=138&um=1&sa=N&rlz=1R2A
DFA_enPK426&biw=1280&bih=591&hl=en&tbm=isch&tbnid=9UkAy8HvHxEqfM:&imgr
efurl=http://pinterest.com/allamaye/what-are-wordsfor/&docid=OD2DhZXHmpq15M&imgurl=http://media-cacheec3.pinimg.com/192x/8e/ef/38/8eef383a463bace3435c7dce3027901b.jpg&w=192&h=192&e
i=VgHDUb_XD83ltQaVu4CIBw&zoom=1&ved=1t:3588,r:56,s:100,i:172&iact=rc&page=9
&tbnh=153&tbnw=139&ndsp=23&tx=92&ty=108
Figure 10, 11, 12, 13 and 14:
Photo credits: sidrah kamal
Figure 15:
http://www.google.com.pk/search?gs_rn=17&gs_ri=psyab&suggest=p&cp=20&gs_id=27&xhr=t&q=pret+rise+in+karachi&rlz=1R2ADFA_enPK42
6&bav=on.2,or.r_qf.&bvm=bv.48175248,d.Yms&biw=1280&bih=591&wrapid=tljp1371730
210105038&um=1&ie=UTF8&hl=en&tbm=isch&source=og&sa=N&tab=wi&ei=MPHCUYbKOZDJsgbU34DgDw#um=
1&rlz=1R2ADFA_enPK426&hl=en&tbm=isch&sa=1&q=dry+clean+only&oq=dry+clean+o
nly&gs_l=img.3..0l10.38686.43470.14.43889.14.4.0.10.10.2.354.963.1j0j2j1.4.0...0.0...1c.1.
17.img.Prtsog-
Kamal |52
4hEc&bav=on.2,or.r_qf.&bvm=bv.48175248,d.Yms&fp=32a60a57d51b029f&biw=1280&bi
h=591&imgdii
Figure 16:
DFA_enPK426&biw=1280&bih=591&hl=en&tbm=isch&tbnid=9UkAy8HvHxEqfM:&imgr
efurl=http://pinterest.com/allamaye/what-are-wordsfor/&docid=OD2DhZXHmpq15M&imgurl=http://media-cacheec3.pinimg.com/192x/8e/ef/38/8eef383a463bace3435c7dce3027901b.jpg&w=192&h=192&e
i=VgHDUb_XD83ltQaVu4CIBw&zoom=1&ved=1t:3588,r:56,s:100,i:172&iact=rc&page=9
&tbnh=153&tbnw=139&ndsp=23&tx=92&ty=108#imgdii=9UkAy8HvHxEqfM%3A%3B2n
2hW8Ui95FIlM%3B9UkAy8HvHxEqfM%3A\.
figure 17:
DFA_enPK426&biw=1280&bih=591&hl=en&tbm=isch&tbnid=cbeZ4803P3IbEM:&imgref
url=http://www.neworleansmomsblog.com/2013/04/03/mom-o-flauge-ways-to-look-cute-butstill-be-momcomfortable/&docid=ci5I9g6BaeZcvM&imgurl=http://www.neworleansmomsblog.com/wpcontent/uploads/2013/04/dry-cleanonly.jpg&w=2066&h=2263&ei=VgHDUb_XD83ltQaVu4CIBw&zoom=1&ved=1t:3588,r:6
5,s:100,i:199&iact=rc&page=10&tbnh=216&tbnw=206&ndsp=18&tx=112&ty=135.
Kamal |53
APPENDICES
I commenced with an interview from Sania Maskatiya by asking her several questions, each
followed by another. The purpose was to find out how she is taking care of her garment under
her label and also her knowlegde about drycleaning and what are the reasons behind the use
of statement of “dryclean only”. Below are the exact words from Sania which I had earlier
edited in the chapter of findings and analysis.
“I did my 4 year Bachelors in Textile designing from Indus Valley School of Arts and
Architecture and graduated in the year 2004. Why textiles because I have always been a
fashion oriented person and I love to intricate designs. I started working as a designer under
the label of ‘Chammak’. Later on I started my own label under the name of Sania Maskatiya.
Since
then
I’m
working
as
a
CEO
and
head
designer,
Sania
Maskatiya.”
“Under my label, the pret wear is divided into four sections, casual, formal, semi-formal and
bridal. For each section I use a variety of fabrics, like for instance, for casuals I use cotton,
lawn and voile and for formals, semi-formals and bridals I utilize shiffons and crape mostly. I
also use different embellishments for my pret wear like, block printing, screen printing,
digital printing, including different types of embroideries, for example, thread work, bead
work,
laces,
buttons
etc.”
Kamal |54
“I always prefer hand washing for my personal clothing rather than giving it for dry cleaning.
Clothes that really need to be dry-cleaned like, silks or chiffons, are better off being giving
for dry cleaning otherwise it is not fair for the casual wear like lawn or cotton to always being
sent for dry cleaning. It is adviced to all the manufacturers of lawn, cotton and linen to not
label their garments as ‘dry-clean only’ instead they should easily hand or machine washed at
homes but if the garment possesses some fancy buttons or any other embellishments then the
machine my ruin them and so it wouldn’t be preferable. For the semi-formals, formals and
bridals,
dry
cleaning
is
recommended.”
“I think the reason why the trend of dry cleaning is increasing day by day among the local
public is because the clothes, especially the formal wear, appear to be newer and better to
them and I believe it gives them satisfaction as well as make them carefree because of the
fact that their clothes will be safe and sound at the shop and will be stain free as soon as they
are
returned.”
“I always make sure that I wash my personal pret wear at home, however, if it’s a silk tunic
then
yes
dry
cleaning
is
a
must.”
“Yes, absolutely our brand does use the tag-line ‘dry-clean only’ in some of our lines.
“Yes, it does use the above tagline it’s because some outfits have block, screen print detailing
with silk finishing, the colour will not run but it’s recommended to dry clean them.”
Kamal |55
“Yes, dry cleaning is necessary for some, selected garments such as, crepe, silk or formal
wear
and
“Harmful
if
these
possess
chemicals?
bead
Uno,
work
not
or
really.
kaam
I’m
then
it
unaware
is
a
I
must.”
guess.”
“If it is our lawn line then yes, we do provide our customers with complete information of
washing,
handling
and
care
of
the
product.”
“No, providing the customer with the pros and cons of the dry cleaning is entirely up to the
client.
Personally
I
wash
my
clothes
at
home
and
steam
them
myself.”
“If the formal education of fabric care is made compulsory for a textile or fashion designer
then yes it would be very helpful indeed. More and more people are entering this field
including the ones having no qualification or education regarding their profession. So yes it
will truely benefit such individuals specially the ones with no textile or fashion background.”
Kamal |56
QUESTIONNAIRE 1
NAME
GENDER
OCCUPATION
1. IF YOU VISIT A MALL WHICH LOCAL BRANDS WOULD YOU PREFER TO
BUY FROM?
a. KHAADI
b. SHEEP
c. THREADS
2. WOULD YOU PREFER READY TO WEAR OR UNSTITCHED FROM THE ABOVE
MENTIONED SHOPS?
a. STITCHED
b. UNSTITCHED
Kamal |57
3. IS YOUR SELECTED BRAND IS RELIABLE? WHO YOU COULD TRUST ON?
a. YES
b. NO
4. DO YOU CHECK ON THE QUALITY OF THE OVER ALL GARMENT WHILE
PURCHASING IT?
a. YES
b. NO
5.
ARE YOU CONCERNED ABOUT THE PROS AND CONS OF THE PRODUCT?
a. YES
b. NO
6. BEFORE PURCHASING OF A PRODUCT DO YOU CHECK ON THE TAG?
a. YES
b. NO
Kamal |58
7. DOES THE TAG PROVIDE YOU WITH THE SUFFICIENT PRECAUTIONS?
a. YES
b. NO
8. DID YOU COME ACROSS ANY DAMAGE IF YOU DID NOT FOLLOW THE
SUFFICIENT PRECAUTIONS?
a. YES
b. NO
c.
9. HAND WASH OR DRYCLEAN? WHICH METHOD IS BETTER FOR THE
FOLLOWING MATERIAL?
COTTON
( HANDWASH/DRYCLEAN)
LAWN
LINEN
SILK
CHIFFON
Kamal |59
9. WHICH PRODUCTS DO YOU USAULLY GIVE IN FOR DRY CLEANING?
a. LAWN / LINEN KURTA
b. EMBROIDERED LAWN SUIT
c. SILK AND CHIFFON SUIT
10. ARE YOU AWARE ABOUT THE CHEMICALS USED IN DRY CLEAN?
a. YES
b. NO
11. DO YOU TAKE SUGGESTIONS REGARDING THE PRODUCT FROM YOUR DRY
CLEANER OR YOU JUST HANDED OVER TO HIM?
a. YES
b. NO
12. HAVE YOU EVER ENCOUNTERED ANY DAMAGE AFTER DRYCLEANING?
a. OFTEN
b. MOSTLY
c. NOT A SINGLE TIME
Kamal |60
QUESTIONNAIRE 2
1. NAME OF THE SHOP?
2. NAME OF THE OWNER?
3. NAME OF THE SALES MAN?
4. FOR HOW LONG THIS FIRM HAVE BEEN WORKING?
5. ARE YOU SATISFIED WITH YOUR SALES?
6. ARE YOU PROVIDING A HEALTHY ATMOSPHERE TO YOUR WORKERS?
Kamal |61
7. ARE YOUR CUSTOMERS SATISFIED WITH YOUR WORK?
8. DID YOU AND YOUR WORKERS HAVE ANY ACADEMIC KNOWLEDGE? FROM
WHERE?
9. HAVE YOU DONE ANY DETAILED STUDY ABOUT DRY CLEAN?
10. ARE YOU AWARE ABOUT THE CHEMICALS USED IN DRY CLEAN?
11. ARE YOU AWARE ABOUT THE CHEMICAL PERCCHLOROETHELYNE USED IN
DRY CLEAN?
Kamal |62
12. DO YOU FOLLOW ANY PERTICULAR METHODS OF DRY CLEAN?
13. WHAT KIND OF PRODUCTS ARE MOSTLY BROUGHT UP BY THE
CUSTOMERS?
14. WHICH APPAREL BASED PRODUCTS IS OFTEN BROUGHT UP FOR DRY
CLEAN?
15. HOW MANY PEOPLE BRING IN YOU THE PRODUCTS WHICH COULD BE
WASHED AT HOME?
Kamal |63
16. WHICH MATERIAL REALLY NEEED TO BE DRY CLEANED?
Kamal |64
INTERVIEW QUESTIONS
NAME
EDUCATIONAL BACKGROUND
What common fabrics do you use for your prêt wear?
Do you prefer hand/machine wash or dry cleaning?
Which fabrics do you recommend being hand/machine washed and dry clean? Why?
Why do you think the trend of dry cleaning is increasing day by day among the local public?
Why do you think designers nowadays recommend dry cleaning even if it's a simple shirt or
kurta?
Does your brand use the 'dry clean only' tagline for products?
If yes, can you explain why ?
Why do you think it's necessary for a garment to be dry cleaned only?
Are you aware of the harmful chemicals used in the dry clean process?
Kamal |65
Does your brand provide customers with complete information washing and care for the
product? Explain?
Do you believe that it is the responsibility of our designers to provide their customer with the
pros and cons of the dry cleaning?
Do you think that formal education of fabric care shall be made compulsory for a
textile/fashion designer? If so, why?
Kamal |66
MARKET SURVEY CHECK LIST
LOCAL
BRANDS
DRYMATERIAL PRODUCTS PRICE CLEAN
YES / NO
KHAADI
SHEEP
GENERATION
KOEL
THREADS
BEACH TREE
EGO
ZAHRA AHMED
AGHA NOOR
NAZ JUNAID
MARIA.B
NISHAT
NIDA AZWER
SANIA MASKATIYA
HAND
WASH

Sidrah Kamal Dissertation - Indus Valley School of Art

Transcription

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