In Direct magazine, Brian Quinton interviews two New York lawyers who’ve founded LaundrySpa, acting on their own unmet need for a laundry service that would actually follow the care labels on their garments. Cheap laundry appliances made it possible for us to manage a large wardrobe. Then cheaper clothing made it possible to afford an even larger one. And then time pressures make it impossible to care for the clothing. Sometimes innovation is just about keeping up with the changes in other areas.

Link: Coming Clean in the Gritty City.

For LaundrySpa, the name of the marketing game right now is branding, to make it clear to Manhattanites that they are getting value from a superior, more convenient service. “We want to change the industry and the way customers look at it,” Green says. “Right now it’s a commodity, and we wanted to show people we were very different. We want to do for laundry what Starbuck’s did with coffee.”