How Dyson became the apple of cleaning appliances

When you imagine a life of luxury, what comes to mind? A mansion full of bedroom-sized walk-in closets? Garages housing stylish vehicles with German and Italian names?

Whatever it is, it's probably not a cordless Dyson vacuum, mounted in a studio of 550 square feet decorated with nothing. but a bed frame.

“I don’t know what I would do without my Dyson,” said Donna Chen, 26, a software engineer who lives in these exact conditions. with her boyfriend in Brooklyn. “If I had to choose between saving my bed, my boyfriend or my Dyson in a fire, I would choose my Dyson V15. Twice. »

Although the Dyson cordless stick vacuum has been around since 2010, it has only recently become a product that young adults are willing to pay between 300 and 1,000 dollars. : a compact (thin) and lightweight (about five to eight pounds) "yassified" version of the bulky, bulky Hoover.

Does this vacuum a status symbol?

In fact, at various times in the United States, the vacuum cleaner has served as an expensive object of aspiration and a signal of domestic success – once the housewife's crowning jewel.

ImageThe vacuum cleaner has long been an expensive suction product.Credit ...Archive of universal history/Universal Image Group via Getty Images

To many members of Generation Z and younger millennials, for whom traditional markers of stability like accession While homeownership and early retirement seem largely out of reach, a Dyson cordless vacuum offers a more accessible type of security.