Taking a bold step, Woolite detergent will debut its new look during the New York Fashion Week, according to a press release. The brand will open its own boutique Sept. 6 at SoHo, featuring the latest fashions. Each item showcased in the boutique will be washed in Woolite so that customers can see the product’s benefits.

Laurent Faracci, general manager of Reckitt Benckiser U.S.A., the parent company of Woolite said, “Since Woolite launched in 1952, we have grown with generations of consumers through honoring our brand promise. The WooliteWashed Boutique is a testament to how strongly we believe in our product. We understand the deep emotional connection that consumers have with their wardrobes, and we want to show them in dramatic fashion how Woolite can help keep that love alive.”

The brand plans to focus on its machine-wash detergents that help protect clothes by preventing fading, shrinking and stretching. In the boutique, customers can buy limited edition apparels by designers like Felix Rey, Laundry by Shelli Segal, and Timo Weiland. All these garments will have been pre-washed in Woolite detergent.

Designed by budding designer Kyle Schuneman, the boutique is at West Broadway, N.Y., and all of its sales proceeds will go toward Save the Children. Save the Children is a nonprofit organization that works toward creating lasting change in the lives of children in need in the United States and around the world.

The kickoff party hosted by Cat Deeley will be held during Fashion’s Night Out.