I don’t think that this movement is actually gaining any traction. I understand that some people overwash their laundry and could do with a reduction. But not washing clothes that already give off a smell isn’t acceptable either. Even if they claim it isn’t unpleasant. But just as with body odor, you just get used to your own smell while for others it is unpleasant.

I fully support ditching fabric softener and using low temp cycles though.