Laundry revival specialist Regenex has been busy overdyeing consignments of stained white towels a vibrant, canary yellow.

The sideline to the company’s core business of restoring whites has been keeping one large customer supplied with hospitality linens repurposed as cleaning cloths.

The sunshine-coloured, ongoing commission is an addition to Regenex’s spectrum of colourful pieces that have included deep, rich new colours for towels intended for higher-end spas and around 20 tonnes of hospitality brands’ favourite colour, deep grey.

Regenex’s apprentice dyehouse operative, Brandon Darvill, is pictured with a pile of the bright and fluffy towels that, as cleaning cloths, will keep hundreds of UK hotel rooms sparklingly clean.

Regenex’s technical director Paul Hamlton explained: “Our forward thinking customer base are looking for ways to preserve and prolong the life of their good-quality linens.

“Dyeing towels that are no longer good enough for hotel use, but can be strong and useful as cleaning cloths, extends their time in circulation before recycling. The yellow colour, as well as looking smart in store cupboards and in the hands of cleaning operatives, means they are easily differentiated from whites, and do not risk being unwittingly mixed in with best-quality stock.

“We have now dyed about 40 laundry cages of white towels yellow for one particular customer, a large player in the industry with considerable reach and influence.”

Grey, however, is the most in-demand choice of colour for overdyeing and Regenex has saved 60 tonnes of carbon associated with new cotton production and manufacture so far in carrying out this work.

Paul said: “Instead of buying in bespoke towels for their spa facilities, hospitality brands can repurpose off-white or marked hotel room towels and have them dyed by us to the exact shade that is required.”