It's been said that BrainWash got its name because it just happened to be located across the street from the building where Patty Hearst had been held captive in the 1970s.
Don't believe everything you hear.
As Susan tells it; I was at my kitchen table reading the Sunday paper and looking at coupons (the only thing that would make it more Jewish is if I had been eating a bagel). I saw a coupon for Tide and all of a sudden the letters of the word "Tide" on the cover of the box on the coupon swirled around and made the word "Brainwash". And no, I was NOT hung over or stoned. I phoned a few friends and they were unanimous in their preference for BrainWash over Café Laundré."
With the new name, Susan opened BrainWash to rave reviews in 1989. Since then, the business has been featured in scores of newspapers, magazines and broadcast videos both nationally and internationally. With BrainWash, Susan proved that it's possible to create something truly unique, even in an industry renowned for its b