Why Men Should Have a Laundry Detergent of Their Own


“The secret of change is to focus all of your energy not on fighting the old, but on building the new”.  

– Socrates, forever quotable.

We get asked a lot of questions, and often they are  about the concept behind a men’s laundry detergent. Why should there be a men’s laundry detergent? Sometimes this is asked in a genuinely curious way, and sometimes in an overly-aggressive, “I’m not sure why but I’ve chosen to take offense to this” way.

Some people just don’t see the vision. Ah well, such is life.

But in all seriousness, this is a very important question to us, and requires a several-part answer.


1) Because there isn’t one.


Sounds like a cop-out answer, but it’s not. The laundry industry creates products very clearly tailored to women. Take a walk down a laundry detergent aisle– from the scent names to the bottle colors to the advertisements, everything is clearly designed with women in mind. At best (and it’s a stretch), you might find a detergent that almost appears unisex. But you can bet almost every TV ad, billboard, poster, flyer, Facebook, Twitter, and any other ad that particular detergent company produced was designed to encourage women to buy the product, not men.

In essence, whether it is purposeful or not, basically every laundry product is a product designed for women. So where’s the product designed for men? The industry is already genderized, the products are already genderized, FREY is simply creating an alternative option.


2) Because it makes sense.


Millions of men live on their own, and presumably most of them do their own laundry. Countless more, the husbands, fathers, grandfathers, boyfriends, brothers, and others live with a family doing their own laundry. We have men’s hair products, shampoos, shaving creams, razors, face lotions, colognes, and everything in between. Why is laundry any different? Why spend the entire day using products designed for you, wearing clothes designed for you, and then wash them using a product clearly designed for….the opposite sex?

 Wrap your mind around it. We spend an uncountable number of dollars and hours paying attention to the details that surround your appearance and smell, but then wash our clothing in a product tailored to the opposite sex, and proceed to wear them daily.


3) Because we should have one.


So now we’ve established that it’s near impossible to find a laundry product that’s not designed for women, and we’ve established that it makes sense a men’s product should exist. But does that mean men really need one of their own?

In all honesty, no. But we also don’t need our own shaving creams, shampoos, deodorants, colognes, razors, hair products, or anything else. I could make do shaving with a Venus razor and Skintimate shaving cream with Pantene conditioner in my hair and doing my best to prevent gym sweat using profuse amounts of Secret deodorant. But it almost sounds like a 14 day challenge on some reality TV show, and I’d rather use products designed for, well, me. Why should washing my clothing be any different?


4) Share the load, gents.


Frankly, it’s a little messed up that an entire industry is perpetuating the stereotype that only women do, or should be doing, laundry. Gender equality is a noble cause (if you haven’t seen the #sharetheload campaign, you need to. Check it out).

FREY is much more than a new line of premium men’s products. From the beginning, FREY was created not only to leave a positive impact on the world and to act as one of the many catalysts for improvement, both in our philanthropy and eco-friendly products, but also to act as a counter to an industry living in the past.

We are helping to spark and continue a national conversation about the role of gender in the household.  It’s time to break down these outdated stereotypes about who should do which household chores.


5) The details matter.


Everything else aside, I simply want a superior detergent that smells better, takes better care of my clothing, is better for the environment, and has a strong philanthropic push. Thousands of men, our existing customers, agree with me. And I know countless more men do as well.

The modern man enjoys taking care of himself, both mentally and physically. Sure, part of it may be superficial: we recognize that a well put-together appearance opens many doors, and it feels good to look your best. But it’s much, much more than that. It’s also a long-term investment in ourselves and happiness. We enjoy staying in shape, and the long-term benefits that accompany it. We enjoy taking care of our features: there’s nothing quite like the feeling of a close shave with an elite razor. We enjoy using hair and beard products when desired. We enjoy the smell of a top-tier cologne. We enjoy first-rate clothing.

We enjoy, and take pride in, the superior details. What you use to wash your laundry, the garments you wear day in and day out, the sheets you sleep in and the towels you dry off with, is a huge part of life. Make it a superior detail.