Less unnecessary washing, more steaming!

The Rise of Garment Steamers as an Alternative to Ironing

With increasingly busy lifestyles, more people are turning to garment steamers instead of traditional irons. Discover why this trend is growing in popularity, especially among millennials and Gen Z, and what benefits a garment steamer might offer you.

A Shift in How We De-Wrinkle Clothes

Numerous articles point to a shift: younger generations are ironing less and opting for alternatives like garment steamers. This change is mainly due to the desire to spend less time on household chores like ironing.

There is a clear trend showing that millennials and Gen Z iron less frequently than previous generations. Research indicates that while they still value neat, wrinkle-free clothing, they prefer solutions that prioritize comfort, speed, and ease.

According to research by Euromonitor International, the number of irons sold worldwide dropped from 174 million in 2012 to 146 million in 2017. This suggests that fewer households own an iron, and this number is expected to decline even further. A separate study by Nibud in the Netherlands shows that only 69% of households still own an iron—a decrease from previous years.

Steamer Popularity Across All Age Groups

While garment steamers are particularly popular among younger generations, their convenience is being appreciated by people of all ages. Younger people often have less time and value efficiency and ease of use. Steamers are generally easier to use and less time-consuming than irons, making them attractive to those with little experience or interest in ironing.

Who Benefits Most from a Garment Steamer?

A garment steamer is ideal for anyone looking for a quick and simple way to de-wrinkle clothing. It's especially useful for busy professionals who want to look their best but don't have time to iron. It's also great for travelers who want to keep their clothes wrinkle-free on the go. Additionally, steamers are perfect for delicate fabrics that can be damaged by a hot iron or for people with sensitivities to dry-cleaning chemicals.

Pros and Cons of Ironing vs. Steaming

Benefits of Ironing:

• Provides a crisp, smooth finish for a professional look

• Effective at removing deep wrinkles and creases

Drawbacks of Ironing:

• Time-consuming, especially with multiple garments

• Risk of burns from the hot surface

• Can damage fabrics if too hot or left in place too long

• Frequent ironing can break down fabric fibers

• Can dull fabric color over time

Benefits of Steaming:

• Fast and easy to use; simply hang the garment and let the steam do the work

• Safer than ironing with no direct hot surface

• Gentle on fabric; steam lifts and revitalizes fibers

• Helps maintain fabric strength and longevity

• Preserves fabric color

Drawbacks of Steaming:

• May not fully remove deep, stubborn wrinkles

• Does not provide the crisp finish that ironing can achieve

Less Washing, More Steaming!

Worn underwear, socks, and sweaty clothing? Straight into the wash. But a shirt, dress, or blouse you've worn for a day without sweating? A quick steam and it’s back on the hanger! Why make life harder when it can be easier—and more sustainable?

It’s Recommended to Wash as Little as Possible

Sustainable fashion designer Stella McCartney told The Observer that she never washes or dry-cleans her suits and even stated that we should wash as little as possible. So often, we toss garments into the laundry at the end of the day when they're not truly dirty—a habit that’s neither sustainable nor efficient.

Studies confirm that frequent washing shortens the lifespan of textiles. Detergent, heat, tumbling, and contact with other clothing all damage fibers, causing thinning, pilling, fading, and misshaping. Even the CEO of Levi’s has said jeans should never be machine washed to preserve fiber strength, color, and fit.

So why do we all think we need to wash so often? The answer is simple: clever marketing by detergent companies. Mac Bishop, founder of a low-maintenance clothing brand, experienced it firsthand while working in Unilever’s marketing department: “The only way to grow a detergent brand is to convince people they need to wash more.”

Frequent ironing is also harmful to textiles. Hot ironing plates crush the fibers, accelerating wear and tear. Taking care of your cherished fabrics means reducing unnecessary washing and ironing. This helps prevent wear and color fading, allowing you to enjoy your favorite garments, bedding, tablecloths, and cushions much longer.

Use a Handheld Steamer

We learned long ago to avoid unnecessary laundry loads and wasted time on ironing. The STEAMRS steamer is our go-to solution. Its specially designed metal plate, combined with warm steam, gently lifts fabric fibers without damaging them. This mimics natural air drying, making it far gentler than the pressure and heat of a traditional iron—especially for delicate fabrics.

And it’s incredibly quick! Trust us, it’s a true game-changer for a busy lifestyle, helping you look fresh, polished, and wrinkle-free in minutes.