The Specialist Eco Cleaners has opened in Tower Bridge Road claiming to be the only 'eco dry cleaners' in the area and 'the best in the country'.
Owner Vanesh Patel claims that the shop is the result of a growing demand for completely chemical-free clothing and textile care.
The wet cleaning process is advertised as leaving clothes smelling fresher and lasting longer whilst conventional dry cleaning fails to remove all perspiration, stains and bad odours.
On Saturday the shop claimed that it was "so confident" of its system that it was offering not only drinks and nibbles to weekend passers-by but also free cleaning.
"It's the first full wet cleaning store in the area," said Andy Newman of Unit Steam who has installed the special equipment.
He has been involved with twelve eco-friendly stores from Manchester to Devon but says that this is the only one in central London.
"The process is energy efficient and so should not be more expensive," he added when asked about prices.
However, the shop's garish illuminated fascia has come under fire from local residents with some questioning the eco credentials of round-the-clock lighting.