Garfield Smith advises on the launch of the W’air sustainable clothing care system

Garfield Smith – Technology & Data Lawyers is pleased to have advised Pilot Lite Capital (the UK investment arm of the Pilot Lite Group) on the launch of the revolutionary W’air 3-in-1 sustainable clothing care system.

The W’air system was developed with Pilot Lite’s patented hydrodynamic technology that harnesses the power of micronized water particles and detergent to effectively remove stains, dirt and bacteria, leaving fabrics fresh and fragrant. Compared to¬†conventional washing machines, w’air uses 99% less water and up to 77% less detergent. The system has launched as an exclusive high street partnership with Selfridges as part of the stores #projectearth collection. The product is also available on www.justwairit.com.

The team at Garfield Smith – Technology & Data Lawyers was led by Garfield Smith who was assisted by Amanda Sermon and Victoria Theaker.


Simon Howarth, Chief Investment Officer at Pilot Lite Group, said:

“The exciting new W’air technology helps our customers care for their clothing differently and reduces their environmental footprint along the way. Garfield and his team have assisted with all aspects of this exciting launch, from advising on manufacturing to distribution and marketing. The team understood our technology, the challenges that we had and helped us navigate our way through them.”

Jonathan Hewlett, Pilot Lite venture lead and W’air chief executive, said:

“It was a great experience to work with Garfield. To launch W’air we partnered with a number of international companies and Garfield and his team were able to assist us with the whole spectrum of legal, commercial and cultural issues that we faced.”

Garfield Smith, CEO of Garfield Smith – Technology & Data Lawyers, said:

“The accelerating climate crisis has propelled the issue of sustainability into almost every aspect of our lives. We loved helping launch a new technology product that has sustainability at its core. Simon, Jonathan and the team at W’air were extremely focussed and great fun to work with. We are sure the W’air system will be extremely successful.”

About Pilot Lite Capital

Pilot Lite Capital acquires and directly invests into corporate stranded or uncommercialized intellectual property, products and brands, predominantly with ethical or sustainable attributes, and develops these ventures into free-standing, revenue-generating businesses.

Contact Simon@pilotliteventures.com

17 June 2021

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