Dinobi Detergent Founders open Dirty Laundry laundromat in Hyde Park

Sylvia and Augie Emuwa, founders of Dinobi Detergent, have opened Dirty Laundry by Dinobi in Hyde Park. Photo by Maseo Photo.
Sylvia and Augie Emuwa, founders of Dinobi Detergent, have opened Dirty Laundry by Dinobi in Hyde Park. Photo by Maseo Photo.

Dinobi Detergent Founders open Dirty Laundry laundromat in Hyde Park

By Tia Carol Jones

The founders of a non-toxic home goods have found a way to fulfill a community need, with a coin- operated laundromat, Dirty Laundry, located at 5230 S. Harper Ave. Augustine “Augie” and Sylvia Emuwa are the founders of Dinobi Detergent, a non-toxic, plant-based, dioxane-free laundry detergent and dish soap company.

Dirty Laundry opened June 24th of this year. But before that, it was known as Launder Koin. It closed in February of this year. Leaving people in the community without a neighborhood place for people to do their laundry. The laundromat in Kimbark Plaza had also closed.

It was Augie’s wish to open a laundromat to branch out from the detergent. He and Sylvia reached out to the University of Chicago, which owns the laundromat. Through conversation, it was agreed that the Emuwa’s would take on the laundromat for six months.

“Now, we’re starting to see that maybe this is something that could last past six months. It seems to be an asset for the community. It’s addressing economic leakage, because the neighborhood is 65% renter occupied,” Augie said, adding that the Hyde Park community has multiple socioeconomic backgrounds, as well as and multiple cultural backgrounds, from US citizens to migrants, and they all need to wash their clothes.

The goal is for people in the community who come to Dirty Laundry to have a space where they can read, sit, enjoy music, work and get their clothes washed. Through Dirty Laundry the Emuwa’s have been able to educate people about Dinobi being a toxic-free home goods company. While the Emuwa’s are building the Dinobi brand, having Dirty Laundry fulfills the community’s needs and aligns with their brand.

Dirty Laundry offers coin-operated laundry and wash and fold services. Running a laundromat, the Emuwa’s have learned the engineering and maintenance component, as well as being a viable business. “We don’t want to just be a regular laundromat. We have our own dream. We want to be an evolved laundromat,” Augie said, adding that he wants to try to create more of an experience.

With that, came the desire to get more intentional with the programming at the laundromat. Hearing the needs of the community, the Emuwa’s decided to have Laundry After Dark, where Dirty Laundry is open until 10 p.m. on Thursdays, and Senior Wednesdays where the laundromat opens at 6 a.m. Dinobi and Dirty Laundry have a partnership with SkyArts, located on the Southeast side of Chicago and they will host second Saturday programming.

“We want people to have an experience and not just be passive about it. We want people to engage again. We just wanted a space that is very communal, where people could be open and just so happen to do their laundry,” Sylvia said.

In creating Dinobi in 2019, the Emuwa’s knew they had a high-quality product. Selling it on a website left something out. They wanted people to be able to engage with the product, to feel and touch the product and ask questions. Having the laundromat allows them to do that. It also is an opportunity for them to talk to people about a safer, eco-friendly alternative for detergent. People who have come into Dirty Laundry have been grateful the laundromat is open. They are excited to have the laundromat back open in the community.

“We want to continue to improve something that’s a community asset. This business has been handed down to three families at this point. So, it’s a legacy of

Latest Stories

Latest Podcast

STARR Community Services International, Inc.