TAKEN TO THE CLEANERS

We’ve all seen it—“Dry Clean Only” stamped on the care tag of jackets, dresses, and shirts in just about every wardrobe. But from my perspective as a professional dry cleaner, I can tell you that around 80% of those garments could just as easily say “Cold Gentle Wash.”

The problem? Most people aren’t sure, so they play it safe—handing over their favourite blazer or cocktail dress for a mysterious $50 “wet” treatment just to remove a stubborn stain. That’s a serious hit to your cost-per-wear.

And honestly? I don’t feel great charging those prices—especially when I know the stain could’ve been treated at home with the right product.
That’s exactly how TRULY. was born.

TRULY. is a powerful, at-home version of the same heavy-duty solution we use in our dry cleaning process every day. We created it to help people tackle stains confidently—especially at a time when the cost of living is higher than ever.

So, why do so many garments still carry the “Dry Clean Only” label? It’s more about legal protection than fabric care. Designers use it as a safeguard—to avoid returns from customers who accidentally toss a red silk dress in with white towels. Labelling something “Dry Clean Only” protects their brand reputation, not your laundry skills.

Here’s the truth: Most fabrics are perfectly safe to hand wash or cold wash at home—even silk.
The only real exception? Raw silk—with its matte finish and stiffer texture, it's more delicate and prone to damage without careful handling. 

That said, when in doubt, don’t risk it—consult a professional cleaner for advice. A second opinion can make the difference between saving a garment and losing it for good.

TRULY. is here to empower you. Just spray, gently agitate with our agitator boning tool, and rinse. It’s a similar method we use in-store to lift stains safely and effectively—no mystery, no markup.