Tide has a pop-up store, called Swash near fraternity row at Ohio State University. “Swash is offering students dryer sheets, dewrinkling spray, stain-removing pens, odor-removing sprays and lint rollers that can help give their clothes the look and smell of having been washed without the trouble or expense of actual washing,” according to the Ad Age article (free registration required). There is even a rewearathon.
On the other hand, it does save water.