A new Auckland-made product has launched as an alternative to the iron and steamer.
Pressed is a locally developed crease-release spray that lets consumers smooth wrinkles by spraying the garment, smoothing or shaking the fabric, and leaving it to air-dry for a few moments.
The $30 product could sit naturally alongside clothing as an add-on purchase, particularly for retailers selling linen, cotton and other garments prone to creasing. It could also be useful to have on hand in-store for garment presentation, subject to the manufacturer's fabric-care recommendations.
Pressed founder Kelly Keach developed the concept after encountering crease release sprays while travelling overseas and subsequently struggling to find an equivalent product back in New Zealand.
“I genuinely assumed someone here would be making one,” said Keach. “After searching everywhere, it became pretty clear there wasn’t really anything like it available in New Zealand, so I decided to make it myself.”
A year-long development process followed, with Keach working alongside an Auckland manufacturer to test and refine the final formula.
Pressed uses a water-based formula designed to help fabric fibres relax, allowing wrinkles to be smoothed away by hand. Fast-evaporating elements help garments dry quickly, while conditioning and softening agents help the fabric return to its natural shape. The spray also carries a fresh linen fragrance.
Its positioning taps into convenience as much as garment care. Rather than replacing traditional ironing or steaming altogether, Pressed provides consumers with another option for quickly preparing clothing, whether at home, at work or while travelling.
“Pressed was created to make clothing care feel easier,” said Keach. “We wanted to bridge the gap between laundry and leaving the house. Not everyone has the time, space or patience to iron, but everyone wants to walk out the door looking put together.”
For retailers, that creates an opportunity beyond simply selling another clothing-care product. Positioned near fitting rooms, counters, travel collections or linen and workwear ranges, a crease release spray can become an easy complementary purchase tied directly to the garments a customer is already buying.
Pressed is suitable for most everyday fabrics, including cotton, linen and blends, with patch testing recommended on delicate materials. It is not recommended for silk, leather or suede.
