Former Citadel Trader Raises $1.2 Million for Fabric Care Startup

The startup targets the gap between laundry cycles with a formula designed to de-wrinkle, deodorize, and lightly cleanse fabrics. Menezes developed the product based on the observation that modern consumer habits—such as frequent travel and the rise of resale fashion—have increased the need for garment maintenance that avoids the wear and tear of traditional washing. Marketed as a dry shampoo for clothing, the spray is intended to extend the life of garments while reducing reliance on dry cleaners.

The financing round drew a diverse syndicate of investors, including FJ Labs, Singh Capital, and various executives from firms like Apple, Dior, and Soho House. These funds are earmarked for scaling the team, establishing strategic partnerships, and increasing brand awareness. Available in two scents, the plant-derived, non-toxic spray is positioned as an eco-conscious alternative to frequent laundering. According to the company, a single 6oz bottle can save users approximately $300 in dry cleaning fees and conserve over 100 gallons of water over its lifespan.