Todd Layne talks to Pecha Kucha about the Obstacles to Setting Up an Ethical Laundromat/Dry Cleaners in New York City

As Americans have become increasingly aware of the harmful effects that chemicals found in everyday products have on the environment as well as their health, there has been a growing trend towards buying organic and environmentally sensitive products. New Yorkers, notorious for being on the cutting edge of everything from food to fashion, have not only been going green when it comes to what they put in their bodies, but also what they put on their bodies.

It has long been my childhood dream to be an entrepreneur and start my own business, something that I could put my soul into and grow from the ground up. Having spent several years at a Strategic Consulting Firm, I felt confident that I was ready to embark upon my childhood dream when I noticed a for- sale sign in the Laundromat store- front on the same block as my Upper East Side apartment..below my Upper East Side walk-up.

Before I took this leap, however; I reminded myself of the key factors to becoming a successful entrepreneur in New York City - that to survive in New York, you need to maintain a unique product and service line that is cutting edge, regardless of the market. As a health conscience New Yorker and savvy entrepreneur, I immediately clung to the idea of green laundry and dry cleaning service, especially after researching my options.

Initially, I spent several months researching everything from new laundry and dry cleaning systems to computer systems and legal issues. The most common Dry Cleaning method uses Perchloroethylene “PERC”. The chemical not only produces noxious odors, but according to studies done by the Environment Protection Agency (EPA), PERC’s side effects include irritation of the upper respiratory tract and eyes, kidney dysfunction, and neurological effects (mood and behavioral changes, impairment of coordination, dizziness, headache, sleepiness, and unconsciousness), cardiac arrhythmia, liver damage, and possible kidney effects.

After reading that exhaustive list, I think most New Yorkers would prefer to wear their clothes dirty! Luckily, there are several other environmentally friendly types of dry cleaning equipment that have become available over the past few years. The most common are Carbon Dioxide Dry Cleaning and “Wet Cleaning.” These cleaning methods do not pose the same challenges as the PERC cleaning method.

Carbon dioxide is a non-flammable, non-toxic, naturally occurring gas that, when subjected to pressure, becomes a liquid and is an effective cleaner. It is mixed with other detergents to maximize cleaning power. Clothing is immersed in liquid CO2 in a highly pressurized cylinder and agitated by high-velocity fluid jets to remove soils. Since carbon dioxide is recognized as being environmentally friendly, it is not subject to any environmental regulations or liability potential from soil or groundwater contamination.

Wet Cleaning is another process which utilizes computer controlled washing machines, soaps and conditioners and specialized pressing equipment. Just as the name sounds, this process does use water. This goes against the common perception that clothing which specifies “Dry Clean Only” cannot be washed. Keep in mind that the equipment controls the elements most responsible for shrinkage by altering water temperature, agitation and drying.

A leading Consumer Reporting agency tested several dry cleaning methods in 2003. They found that the Carbon Dioxide method cleaned very well, even better than the industry standard Perc method. The Wet Cleaning method did not perform as well, causing many garments to pill and shrink.

Other research that I have done indicates mixed results with the Carbon Dioxide and Wet Cleaning methods. It seems that the Carbon Dioxide dry cleaning method is successful most of the time, unless the garment is heavily stained. For heavy stains, the Wet Cleaning or standard Perc method provides better results. Many dry cleaners utilize more than one system to ensure high quality.

In the meantime, while I am sorting out the available environmentally friendly dry cleaning alternatives, I’ve decided to make my contribution to the environment by opening Todd Layne Cleaners Laundromat. Although a pricier option, then using the existing Laundromat machines, I’ve decided to purchase all new washers and dryers with a new hot water heating system. Both the washing machines and dryers use approximately 33% less energy. The proposed heating system for the hot water will run on natural gas instead of oil and is approximately 90% efficient vs. 55% for the oil burner. The lighting system for the store is also approximately 40% more efficient. Organic detergents will be used for customers that drop off laundry and be available for those that do their own laundry.

There is still much to do and plenty more headaches before my business finally opens…licensing from city agencies, increased gas line capacity from the local utility, insurance quotes, construction agreements, employee hiring, etc. However, I’m excited to start serving the growing and dedicated group of consumers that demand environmentally friendlier products and services in New York City. I’m confident that this new business will be a “green” success.