Borax is great! I always sprinkle some into the bottom of the washtub, even between loads to prevent fungus growth.
Been using the store brand "free and clear" detergent and spray stains with kleen green enzyme spray.
For towels and sheets I still feel the need to use bleach. : (
An alternative to chlorine is bluing: "A simple, concentrated blue liquid that optically whitens white fabric. It does not remove stains, does not “clean”, but adds a microscopic blue particle to white fabric...
Prussian blue's ability to incorporate monocations makes it useful as a sequestering agent for certain heavy metal poisons. Pharmaceutical-grade Prussian blue in particular is used for patients who have ingested thallium or radioactive caesium. According to the International Atomic Energy Agency, an adult male can eat at least 10 g of Prussian blue per day without serious harm. http://en.wikipedia.org/wiki/Prussian_blue