On July 25, WashWise offered a prelaunch glimpse into its fresh approach to clothing care with The Reset Morning in Montauk, an intimate wellness gathering that brought together female founders, executives, editors, creators and wellness leaders for a morning of movement, connection and discovery.
Hosted at the Montauk home of WashWise investors Bruna Petrillo and Max Blank, the event reflected founder Maria Cabral Menezes’ vision of creating space for women to connect while introducing a more intentional way to care for the clothes they love.
The morning began with a yoga class led by Gigi Paris before flowing into a curated wellness experience featuring peptide treatments, B12 shots, mini therapy sessions, and sauna and cold plunges. A Founder Market showcased an impressive lineup of female-founded brands, inviting guests to discover new products while meeting the entrepreneurs behind them. For founders unable to attend, WashWise displayed “Founder Superpower” cards alongside their products, highlighting the women behind the businesses and encouraging new connections throughout the entrepreneurial community.
While community remained at the heart of the event, the morning also introduced guests to Reset Spray, the brand’s debut product launching Aug. 10. Founded by former Citadel trader Maria Cabral Menezes, WashWise is challenging the idea that clothes should be washed after every wear by encouraging a “between-wear” routine that helps garments stay fresher for longer.
Dubbed the “dry shampoo for clothes,” Reset Spray tackles the everyday dilemma of garments that are too clean to wash but too worn to wear again. The continuous fine-mist formula neutralizes odors, refreshes fabrics, reduces wrinkles and revives clothing in seconds, helping extend the life of garments between washes. Made with bio-based ingredients, vegan and safe for both skin and fabrics, Reset Spray launches in two sizes and two signature scents, making it easy to use at home, after a workout or while traveling.
“Building WashWise has introduced me to an incredible community of women who are building thoughtful, category-defining businesses,” Cabral Menezes shared. “We wanted The Reset Morning to be more than a brand event—we wanted it to be a space where founders could meet, collaborate, and celebrate one another. Some of the best opportunities in business come from genuine relationships, and it was incredibly rewarding to bring so many inspiring women together in one place.”
Ahead of its launch, WashWise has become part of the Hamptons wellness scene through partnerships with Crow’s Nest, SoulCycle and KZ Pilates, as well as activations at The Surf Lodge. Judging by the conversations sparked at The Reset Morning, the brand is introducing more than a new product—it’s bringing a fresh perspective to everyday routines while reimagining how we care for clothing between washes.
Photography by David X Prutting with BFA & Allie Mac Photos
Explore more in Events at The Purist.
Never miss an issue—join The Purist community.