Advertorial XEROS
‘Our aim is to make laundry more eco-friendly’
Amid rising concerns about the sustainability of home appliances, Xeros is on a mission to make the laundry market as efficient and eco-friendly as possible. Stephen Hayes chats to ERT about the company’s new Microfibre Pollution Filter for washing machines.
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ounded to tackle the inefficiencies and environmental challenges inherent in traditional laundry practices, Xeros is an R&D company dedicated to creating and licensing innovative technology for a sustainable future in laundry. Its primary goal is to reduce the environmental impact of how clothes are manufactured, cleaned and finished. Through the company’s patented and cutting- edge technologies, it sought to create solutions for ‘The Future of Laundry’; with already established solutions in the industrial and commercial space, Xeros is now setting its sights on bringing these benefits to a domestic audience. “Our aim is to make laundry more efficient, eco-
friendly, and cost-effective, ensuring that both the planet, manufacturers, retailers and consumers all benefit,” says Stephen Hayes, Category and Marketing Director at Xeros (pictured right). “By partnering with brands, we are implementing our technology to help to meet sustainability goals, as well as helping consumers to care for their clothes in a more responsible and sustainable way.”
Q&A
Q: How was the company formed and why? Stephen Hayes: The journey began with the creation of our Laundry Care System, a revolutionary technology that drastically reduces resource usage while also extending garment life. The technology uses a patented closed loop system that releases polymer spheres into the wash. These spheres, called XOrbs, replace the harsh fabric-on-fabric interaction and deliver a gentler yet powerful mechanical action that gives a superior wash performance, while at the same time reduces the damage on garments such as colour fade and shrinkage. At the end of the cycle these XOrbs are safely collected back into the machine. We have since expanded our offering
and created a Microfibre Pollution Filter that captures 99 per cent of harmful microplastics before they enter our waterways. A staggering 35 per cent of the microplastics in our oceans come from our washing machines! Our simple ‘plug and play’ external unit, that can be fitted to any domestic washing machine and installed at any height, will be commercially available to retailers during Q2 2025.
Q: Tell us more about the Microfibre Pollution Filter; how did this idea come about? SH: It was developed in response to increasing concerns about microplastic pollution, and
the fact that 525,000 tons of microplastics enter our oceans every year from our laundry. Each wash sheds around 700,000 microfibres, contributing significantly to this ongoing environmental issue! Our external filter captures up to 99 per cent of these microplastics and over 80 per cent of natural fibres. Designed to be easily added to any existing domestic washing machine, it traps harmful microfibres before
they can pollute our waterways, get into the food chain and ultimately the human body. Our filter is also available to be integrated
internally into new machines during manufacture. Both versions of the filter are user- friendly, compatible with all wash cycles, work with all detergents and are designed to last the lifetime of the washing machine.
Q: Why is this an important step forward in the domestic home appliances market? SH: As consumers become more environmentally aware, there is a significant demand for home appliances that are sustainable. The introduction of our Microfibre Pollution Filter marks a significant advancement in the domestic home appliances market by tackling microplastic pollution. Research has found that 96 per cent of consumers would be interested in a product that tackles microplastics, and that 95 per cent would be willing to pay for a solution. Integrating these filters into washing machines
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