COX, which operates apparel brands such as ikka, has released the home-cleaning detergent series "pasha basha".

As an apparel specialty store, COX began handling the "pasha basha" series with the desire to offer more options for customers to wash their cherished clothes themselves at home.

COX is committed to SDGs for a sustainable society, and this new detergent aligns with the goal of "We Want to Believe in the Power of Fashion."

Developed by a detergent manufacturer to allow home washing of dry-clean-only garments, "pasha basha" meets national standards for drainage and safety. It uses plant-derived dry-cleaning solvents that are gentle on nature, and its three-pronged approach—water, enzymes, and solvent—effectively removes dirt, making it suitable for items like down jackets, suits, and cashmere products.

The series includes five products: "Dry" for stain removal, two types of "Restorer" (soft and hard), a body hanger designed to mimic the human body's contours, and a horsehair "Brush" for removing stains without damaging fibers.

Additionally, the lineup features detergents for delicate garments and everyday wear, as well as fabric softeners, developed in collaboration with the men's grooming brand "PROUDMEN."