Persil Make Laundry Cool Again With New Merch Line

It's official: uncool is the new cool. Vetements and Balenciaga's Demna Gvasalia proved this in a huge way with his wry DHL and IKEA pieces: tailor-made for Instagram culture as an ingenious reflection of the way we communicate online – through irony, memes and pop-culture references.

Persil is the latest utilitarian brand to get a look in on the hype – no designer collaboration or fashion parody necessary. The legendary detergent has been a mainstay of our kitchen sink cupboards since 1907, gliding through as many pop-culture trends as the brand's TV commercial moms have seen miscellaneous stains. Not only does its fuss-free red logo hold a nostalgic place in everyone's heart but it still feels relevant.

Fizzy girls, Brit The Kid, Bea and Qian shot the new black and white logo hoodies on the streets, and we have to say, we're pretty sold on those tongue-in-cheek washing instruction details. What do you think? Check out the pics below.  

Photography: BRIT THE KID

Models: BEA LISCHKA / QIAN QI