WashWise, a clothing care company, has launched its debut product, Reset Spray, a spray designed to refresh, de-wrinkle, deodorize, and lightly cleanse clothing between washes, aimed at helping wearers extend wear and reduce unnecessary laundry and dry cleaning. Described by the company as a ‛dry shampoo for clothes’, the formula combines multiple clothing-care functions into one solution. The launch coincides with the company raising USD 1.2 million in pre-seed financing through a SAFE round.
WashWise was founded by Maria Cabral Menezes, a former J.P. Morgan and Citadel trader, on the premise that clothing spends roughly 99% of its life outside the washing machine, while most clothing-care innovation has focused on the washer or the 1% of time spent inside it. As consumers repeat outfits, travel more, invest in higher-quality clothing, and turn to resale and rental fashion, the company said it aims to build a new category of between-wear clothing care.
“Everyone has experienced the moment where a piece of clothing isn’t dirty enough to wash, but doesn’t feel fresh enough to wear again,” said Maria Cabral Menezes, founder of WashWise. “We realized there was an entire part of a garment’s life that had been completely ignored.”
The USD 1.2 million pre-seed round included a syndicate of founders, Wall Street executives, and consumer leaders from retail, fashion, hospitality, technology, logistics, and consumer packaged goods. Backers include FJ Labs, Singh Capital, Alex Jekowsky, Jack Abraham, Brian Tate, Gigi Howard, Nina Farran, Mia Tonelli, Taylor James, and Brown Girl Angels, along with executives and operators from Pickle, The Business of Fashion, Dior, SoulCycle, Soho House, Apple, and J.P. Morgan.
WashWise said it will use the financing to accelerate product development, expand strategic partnerships, grow its team, and build awareness around its approach to clothing care.
Reset Spray is available in Cotton Cooldown and Verde Rise variants. The company describes the product as skin-safe, plant-derived, non-toxic, and packaged using bag-on-valve technology.
