A new chemical free dry-cleaning shop opened its doors in London this week.

Located in Chelsea’s Fulham Road, Herman’s avoids traditional dry-cleaning chemicals in favour of biodegradable detergents, with benefits for customers’ clothes, skin – and the planet.

The ‘wet-cleaning’ method uses water-based detergents in ecologically advanced washing machines. The key to this method is recognising a stain’s pH level and treating it accordingly. It’s more complex than traditional dry-cleaning but far gentler on materials and skin. Herman’s founder and backers are confident that, in time, this process will become the new industry standard.

Owner, Herman Borbolla (pictured), says of the service: “Londoners are becoming increasingly more aware of the personal and environmental consequences of using chemicals and toxic solvents in common household products. I want to provide the healthiest way for our customers to care for clothes and other household materials.”

“Londoners are becoming increasingly more aware of the personal and environmental consequences of using chemicals and toxic solvents in common household products”

Borbolla arrived in the UK from Mexico seven years ago. Working to re-imagine the business of dry-cleaning, he believes that excellent service and environmental awareness can shake up an unsustainable industry that offers poor value for money and widespread use of toxic chemicals.

In addition to “first class and fairly priced dry-cleaning service”, Herman’s will also offer collection and delivery facilities, shoe repair and tailoring, along with stocking a comprehensive range of eco-friendly cleaning products for clothes and the home.