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Dry Cleaning: Coming Clean on Organic SolutionDry cleaners are touting a petroleum-based process as an alternative to harsh chemicals, but does that make it green?
When architect Peter Tovell dropped off a handful of clothes at his Toronto dry cleaner recently, he left feeling confident that one thing would not be there when he picked them up.
"It won't have that chemical smell that a lot of dry cleaning has," said Mr. Tovell, who attributes the difference in odour to his cleaner being one of a small but growing number offering "organic" cleaning.
The "organic" trend began in the produce aisle, then trickled into cosmetics, clothing and pet supplies. Now, dry cleaning is on the laundry list of goods and services being marketed as organic to an eco-conscious public hungry for all things green.
While the label has generated buzz and revenue, the term has wrinkled the noses of industry leaders and organic watchdogs who say dry cleaning and "organic" are as compatible as bleach and blue jeans.
Sent: 10/08/2007 18:23:11
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