[thefreybrothers]

All great points!

- We've long since moved past the dorm-room stage =) and P&G have interests outside of making the best product possible. Concentrated detergent is relatively simple to do, and much easier to use. So why haven't they pushed this out? Very much might be because consumer waste allows them to sell more detergent! (Why are there 6 fill lines on the cap, when line 4 is XL? What are lines 5 and 6 for?)

- Absolutely not AXE for laundry, that's brutal =( we're super pro-gender equality, very focused on philanthropy and the environment, and generally just trying to be a great company

- Appreciate all the feedback, genuinely. Not being disingenuous, the vast majority of our customers enjoy doing laundry more when using FREY. Seems like a "better way to do laundry" then, at least by some measure =)

[starpilot]

> we're super pro-gender equality

I guess it's hard for me to see this when you're introducing a product that is now needlessly gendered. I do think you're tapping a good niche for a business, but I can't agree with it from a social equality perspective. I think we'd be better off without men's vs. women's razors, the "pink tax" as well. Now you're bringing in a "blue tax."

[ronilan]

> the vast majority of our customers enjoy doing laundry more when using FREY.

Given that Identity Politics is "in vogue" these days, there is no reason to think "Identity Consumerism" won't work the same way. You can ride the wave, but it has nothing to do with "better way to do laundry".

[occams_chainsaw]

How would concentrated detergent prevent overuse/overfill?

That's a problem that's pretty much already solved with all the "laundry pod" products out there, so it doesn't seem they're afraid people will waste less.

[jaxn]

So, is this "laundry for hipsters?"

Akin to all of the dopp kit stuff where mixing shaving cream with a brush is a better experience than just squirting some shaving cream on your hand from a can?