It has become a tradition in recent years: whenever the January sales arrive, the Hast team launches an initiative focused on taking care of yourself and your wardrobe rather than shopping excessively. What matters is cherishing your pieces and making them last, sometimes for a lifetime. This time, we've chosen to partner with Les Petits Bidons—a young Parisian brand successfully developing natural laundry detergents free from standard supermarket chemicals, which ensure our garments don't end up itchy or prone to pilling. The offer: for every order of €100 or more on our website, receive a complimentary 1-litre bottle of Les Petits Bidons Rosemary laundry detergent.
The Les Petits Bidons offices are tucked away in a row of workspaces near Place de la République in Paris. A creative hub connected by spiral staircases where countless ideas churn out every minute inside box-like rooms. A bustling, lively hive brimming with energy. On the top floor of this unique spot sits a high glass roof with a few remnants of Christmas decorations hanging down. It is here that Cyril Neves, 32, founder of Les Petits Bidons, welcomes us with a bright smile.
What is your relationship with clothes?
Let's just say it matters. It's the first impression you give. I'm aware that how I dress sets the tone and prepares people for the interaction we're about to have, whether professional or personal. I pay close attention to that, even though I've had some major misses in the past. For a long time, I dressed very conservatively, as if trying to blend into the crowd. I also had a phase of wearing skinny trousers. Thankfully, I've moved past that! Over time, I've grown more comfortable, with a more defined style.
I don't necessarily look for the trendy piece, the one that's guaranteed to look good every time. I prefer wearing things that match my mood at the moment.
How would you describe your style?
Truth be told, it's pretty simple! Jeans, trainers and a t-shirt under a shirt thrown on when it gets a bit cooler. In my wardrobe, I have lots of basics and floral shirts for summer. I love having a few pieces that twist a style, that create an unexpected contrast. I sometimes hunt for vintage clothes when travelling. I have shirts with bold prints—one with a prominent lemon design, for example. I also have an old mechanic's overall that I wear as an overshirt. But I don't go for anything overly extravagant.
Does your style change when it comes to a work setting?
I worked in marketing and sales at L'Oréal and Danone for a long time—fields where dress codes are very rigid and defined. Many of my colleagues wore a suit every day. That uniform drove me crazy. I found it pointless compared to the value one actually brings to work. It's supposed to give credibility, but deep down, it's nothing more than empty conformism. I've always tried to step away from that look. Back then, I'd show up at the office in jeans and trainers, and people made comments about it. Today, I still turn up like that. I have no problem attending meetings in a t-shirt, without a jacket. I don't even think twice about it. I just make sure to look smart in that style, sticking to plain, understated tones. It's simple and not distracting. I'd much rather people focus on what I'm saying and the ideas I'm sharing than on my clothes. I don't wear floral shirts to work, for instance.
How do you care for your clothes?
I've been lucky enough to always have a washing machine at home. I only go to the dry cleaner's when I need to clean a suit for a wedding. The rest, I take care of myself. Probably because I don't have pieces in my wardrobe that require special care. I also make sure to buy clothes that are easy to look after—both for simplicity and cost. I wash my jeans very rarely and try to air out my knitwear properly, for example. Deep down, I've never over-washed my clothes. It's important not to waste water unnecessarily. For every wash, you have to watch the amount of detergent you use. Too little, and it loses efficacy. Too much, and it won't rinse away completely, leaving residues on garments that can trigger skin reactions or damage the fabric. Temperature matters too, both for washing efficiency and energy consumption. The lower the temperature, the less energy you use. At Les Petits Bidons, we work on developing detergents that remain effective even at low temperatures.
How did you first get interested in laundry detergent, exactly?
My previous jobs helped me learn about the environmental challenges in food and cosmetics. I took an interest in ingredient lists and their impact on health and the environment. Step by step, I also started experimenting with homemade laundry detergents. I simply looked up recipes online—mixtures with Marseille soap flakes or black soap, white vinegar as a fabric softener, and water, simmered in a pan to get a rather questionable texture. I tested several recipes, with quite a few mishaps along the way. At the same time, I looked into the ingredients of conventional supermarket detergents and realised they weren't easy to decipher at all. Probably because they're not great. I found it baffling that there wasn't an option that was genuinely clean and effective. Eventually, I reached out to laboratories with detailed specifications, and together we developed our formulas.
It's not normal for a garment to still smell strongly of detergent after spending three weeks in a wardrobe.
The approach of Les Petits Bidons highlights the importance of how clothes interact with the skin. Why is that?
Saying a detergent is natural doesn't mean it's gentle on the skin. The base formulas commonly used in detergents are allergenic, due to petroleum derivatives added to the soap. So we needed to develop a formula suitable for sensitive skin—paying close attention to dermatological testing, as they say. We eliminated those derivatives and molecules from our formulas. And we chose to work with natural fragrances, rather than the synthetic perfumes found in conventional detergents.
On that note, you say that “clean has no scent”. What do you mean by that?
Consumers have been conditioned by marketing. People always think that for clothes to be clean, they must keep smelling like sea breeze or something similar for ages. We are trying to change that mindset. It's not normal for a garment to still smell strongly of detergent after three weeks in a wardrobe. It means something is lingering in the fibres, which can potentially irritate the skin. We work with natural fragrances that are more volatile, fading quickly without affecting the garment or the skin.
Furthermore, your detergents are free from palm oil, whereas most other brands use it…
Palm oil is found in virtually all detergent products. It's chosen for cost reasons and ease of use. And that's a real issue: its production drives deforestation across entire regions, particularly in Africa. So we made the choice to formulate our products without palm oil. It's very complex and more expensive. We use a base of sunflower oil and olive oil.
How do you keep your shirts safe when machine-washing them?
Honestly, there's no risk. You just need to wash shirts of similar colours together, following the temperature indicated on the care labels. Do that, and nothing will go wrong. Just don't wash a wool shirt at 50 degrees!
Lastly, why did you choose to collaborate with Hast?
I had been paying attention to the sustainable practices of several French clothing brands for a while, with great ideas around sourcing and pricing. In a way, with Les Petits Bidons, I wanted to take care of the next stage in a garment's life. Brands make great clothes, and Les Petits Bidons makes sure caring for them is clean and natural. When Hast reached out to discuss a collaboration, I jumped at the chance.