Most people don't associate viral videos with stain removers and fabric care, but one Binghamton University alum has turned that unlikely combination into his craft.
Known online as @jeeves_ny, Zachary Pozniak '15 has built an enormous following on TikTok and Instagram by turning everyday laundry into engaging short-form videos. His creative content has reached millions and helped elevate his family's New York business into a global name in garment care.
Pozniak, who graduated from Binghamton's Thomas J. Watson College of Engineering and Applied Science with a degree in mechanical engineering, didn't always see himself working in the fabric care world. After a few years in construction management, he joined his father, Jerry, at Jeeves New York in 2018.
"My dad had a very solid business that could use a bit of modernization," he said. "When my company was being sold, I decided it was the right time to jump in."
Jeeves has a rich history, first founded as a luxury brand in London in 1969, then replicated in New York a decade later. Pozniak's father acquired the business in 2008, looking to elevate traditional dry cleaning into something more specialized and challenging. Since then, the family has continued to build on that foundation, offering high-end cleaning and restoration services for designer clothing and couture pieces.
In 2020, Pozniak decided to bring that craftsmanship to social media. He began creating informative videos about everything from how to read care labels to why using less detergent actually helps your clothes last longer. His most viewed TikTok, with 2.9 million views, is a 28-second video about washing machines that will automatically dose products based on load size and soil quantity.
"I wanted to get natural SEO and backlinks by becoming an authority in the fabric-care space," he said. "So I started turning my dad's blog posts into videos and here we are."
Both TikTok and Instagram became powerful platforms for Jeeves, with Pozniak's blend of expertise and relatability resonating with viewers.
"Luckily, fabric care is an enormous realm, so there's no shortage of content, especially from people asking questions in the comments," he said. "By reaching a large audience, we're able to get into large editorial pieces which link our business and help with search."
His social media success eventually led to another milestone: a book deal. Pozniak and his father co-authored The Laundry Book: The Definitive Guide to Caring for Your Clothes and Linens, published in 2024, sharing the knowledge they've built over decades of hands-on experience.
"It feels really good, especially since it's a valuable resource that people can use for generations," he said. Pozniak and his father even appeared on Good Morning America to promote the book, offering laundry advice and demonstrating their expertise for a national audience.
Looking back, Pozniak credits his Binghamton experience for helping him build the mindset that drives his success today.
"Watson focused on problem-solving and processing," he said. "This has been extremely helpful in all aspects of life, plus the work ethic they instill in you is a plus."
That mix of logic and creativity has helped him thrive in both business and digital storytelling. "The fashion industry is always changing, so we have to stay nimble and eager to learn to ensure we're doing a great job," he said.
Pozniak remembers his first attempts at laundry while at Binghamton. "Tide pods came out in 2012, right when I was starting school," he said. "I had no idea how to do laundry and really just guessed most of the time."
Outside of work, he enjoys reading fantasy novels, producing music, shopping for vintage and playing spikeball. Whether he's creating content, restoring a designer jacket or discovering new music, Pozniak brings the same thoughtful energy to everything he does.
His advice for the next generation of Binghamton students is simple: "Use less product, try to use colder water temps, wash your sheets and try doing it more than once a month."
