WashWise raises $1.2M to reinvent care for clothes between washes
What's the deal? WashWiseDealroom has a profile for this one. Try Dealroom →, a clothing care startup founded by former CitadelDealroom has a profile for this one. Try Dealroom → trader Maria Cabral Menezes, has raised $1.2 million in pre-seed funding. The money will fund the launch of its first product, Reset Spray.
What's the endgame? Menezes wants to redefine how people maintain garments between wears. Reset Spray is pitched as a way to refresh, de-wrinkle, deodorise, and lightly clean clothing without a full wash or dry-clean.
Why now? Menezes argues clothing spends 99% of its life outside the washing machine, yet most innovation targets the 1% spent in the wash. Consumers are repeating outfits, travelling more, and buying into resale and rental fashion — habits she says leave a gap in between-wear care.
Founder's take: "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," Menezes said.
The signal: WashWise is betting that garment care is due for a rethink as ownership habits shift toward resale, rental, and longer-lasting wardrobes. The pre-seed round is small, but it signals investor appetite for consumer products built around extending the life of what people already own.
Read more: third-news.com
Image credit: nenad53
