With strong fashion biz credentials and design experience under their belts, NY-based duo Lindsey Wieber and Gwen Whiting set out to create exactly what they couldn’t find on the market: laundering products that were just as luxurious as the garments they would clean. Their comprehensive organic cleanser collection, Laundress, launched in 2004 (back when the “green” market had yet to be tapped by the big guys), includes 100% biodegradable, hyper-specialized detergents targeted to different garment types—delicates, denim, wool & cashmere, swimwear and so forth. There are fabric care treatments (conditioners, stiffeners, crease releasers) as well and our favorite, the fabric scents, an excellent alternative to the detestable Febreze. Their site also provides some of the chicest, practical laundry advice we’ve seen. Want to know how to wash that pashmina before tucking it away for summer? Now you’re covered.

—David Morrow