I’ll admit it—until recently, I found ironing a chore. A quick press here and there, and voilà, perfectly smooth-ish clothes. But after sitting down with Michael Monney, the co-CEO of Swiss fabric care brand Laurastar, I realized how much I had been overlooking. The experience completely transformed my perspective on fabric care, and I left the interview with a newfound appreciation for the art of ironing—especially when done with the precision and innovation that Laurastar offers.
Michael Monney’s insights into the science behind Laurastar’s fabric care technology were nothing short of eye-opening. I learned that there’s much more to ironing than meets the eye, particularly when it comes to cleaning and sanitizing clothes. According to Michael, “Washing at 30 degrees does not sanitise your clothes. To really clean and sanitise a garment, it needs to be washed at 60 degrees or more. Which is why steaming is important, and using the Laurastar steam iron, where the steam is generated in the boiler that is heated to 284°F or 115 degrees Celsius, with a pressure of 50psi ensures that it removes odours and bacteria and sanitises as it irons without the need for harmful chemicals.”
This was a game-changer for me. I had always washed my clothes at 40 degrees to save energy, thinking that it was enough to keep my clothes clean. But Michael’s explanation hit home: “The steam generated by Laurastar systems reaches much higher temperatures and pressures, which allows it to effectively sanitize and clean fabrics at a deeper level.” This wasn’t just about wrinkles—it was about hygiene and fabric care in ways I hadn’t considered.
What struck me next was Laurastar’s commitment to sustainability. As Michael explained, “At Laurastar, we care about sustainability and take pride in creating products that are built to last. They are rigorously tested for more than 800 hours. Our products are made to be repaired and passed on. We have spare parts guaranteed for a minimum of 10 years, so consumers can come to us many years down the road should they need to replace a part or repair their item.”
The durability and long-term care that Laurastar promises felt like a true investment—especially when compared to the disposable nature of many other household appliances.
It’s rare to find a product that is both luxurious and built to last, but Laurastar nails it. Their systems, like the Smart U and Lift Xtra, aren’t just ironing tools—they’re full fabric care solutions. The advanced Dry Microfine Steam Technology (DMS) used in these machines ensures superior hygiene by eliminating dust mites, bacteria, viruses, and even allergens. These products bring professional-level results into your home, which is something I never thought I’d experience from an ironing system.
The Laurastar Smart U model, priced at $4499, takes things a step further with its “active ironing board” that uses a vacuum and fan system to hold fabrics in place, making the ironing process smoother and more efficient. Then, there is the “smart connectivity” feature, which delivers real-time tutorials and fabric care tips directly to your phone.
By the time the interview came to an end, I realized that this wasn’t just about ironing—it was about a full transformation in how we care for our clothes and our homes. The Laurastar systems aren’t just a luxury; they are an investment in better hygiene, superior results, and sustainability. As Michael so aptly put it, “It’s about providing consumers with tools that not only make their lives easier but also help them take better care of their home environment, all while being environmentally responsible.”
And speaking of luxury, there’s one model from Laurastar that I’m already dreaming about: the Laurastar Aura Plus, which will be launching in Singapore early next year. This chemical-free steam cleaner steams, disinfects, and even scents your home naturally, safely, and healthily—and it’s already on my wishlist, and I can’t wait to experience it firsthand!
Laurastar is available at Takashimaya, Harvey Norman, Best Denki, Courts, TANGS at Tang Plaza, and online through Lazada, Shopee, Amazon, and VISO Webstore.