The Unwashables: Ecover launches limited-edition range of the luckiest T-shirts ever

Ahead of Sustainable Fashion Week, eco laundry and cleaning brand Ecover has created a range of T-shirts made (quite literally) with symbols of luck.

Ecover has launched ‘The Unwashables’, a limited-edition range of the world’s luckiest T-shirts, which aim to highlight the importance of washing with more care to make the clothes you love last longer.

Each Unwashables tee has been made using materials associated with luck itself: one dyed with pressed four-leaf clovers, one made with horseshoes, one dyed using the stardust of a shooting star, and one dunked in the water of a wishing well — making the range, by design, too lucky to ever put in the wash.

You're in luck.

It comes as 30% of Brits say they avoid washing lucky clothes for fear they will get rid of their luck in the process — with over half (54%) believing that what they wear can directly influence their luck, whether in job interviews (41%) or exams and tests (26%).

Created by Uncommon Creative Studio, the range champions a simple idea at the heart of Ecover’s laundry-care platform: *make the clothes you love last longer. It launches with a hero film and a series of design films for each tee, which will be released on owned socials just ahead of Sustainable Fashion Week (26 Sept - 4 Oct).

The Unwashables: Ecover launches limited-edition range of the luckiest T-shirts ever

Try your luck

Superstitious fashion fans will need to try their luck to get their hands on the limited-edition range; a small number of Unwashables tees will be given away via a competition on Ecover’s social platforms. Creators will be sharing their stories behind their own lucky garments as part of the wider influencer campaign, led by agency McCann.

A dedicated microsite, houses the full range, the design story behind each tee, and wider campaign content. Point-of-sale and pack messaging carry the same tone into store, reframing Ecover’s product benefits — colour protection, low-temperature performance, fabric care — around specific, relatable garments, from retro football shirts to hand-me-down baby clothes.

An Ecover spokesperson said: “Turns out, there’s something to be said for treating your lucky pants like precious cargo. At Ecover, we’re obsessed with tackling waste — and that includes helping clothes stay in wardrobes for longer. The Unwashables is a playful reminder to take those little rituals we use to protect our precious clothes and turn them into an anti-waste habit. A little extra care can help protect the clothes we love so they can be worn over and over, and loved for longer.”