R|Label, a new collection that offers effortless, flattering and affordable clothing for women, will be launched May 1 as part of web site Thereset.com, which combines community, content and curated commerce.
The collection features easy, timeless, go-to-pieces that can be worn from day to night and work to weekend.
Maria Peevey, founder and chief executive officer of Thereset.com, based in San Francisco, said she’s a firm believer that looking great shouldn’t be so hard, and women shouldn’t have to wear trends that don’t work for them, that they don’t have to buy another bad boxy cut or pay for overpriced fashion.
Thereset.com, which launched in March, is a source for inspiration, information and ideas on how to reset one’s life after major life changes such as losing a job or a spouse, making a career change, or a break-up or divorce. The site features women sharing lessons they’ve learned in resetting their lives and going down a new path.
Peevey made a major career switch herself after spending 16 years developing SimplyShe, which she began with message T-shirts, greeting cards and books for the boutique market and morphed into a pet lifestyle company in 2006 for the mass market. For the last 10 years, SimplyShe has manufactured apparel, accessories, collars, beds and bowls for dogs, pets and small animals. She sold the business to a private equity firm, Harren Equity Partners, four years ago, and stayed through February 2016.
“I’m really known for seeing opportunities in white space and figuring out how to commercialize them,” she said. She created SimplyShe at the height of the Internet boom, during iVillage.com and Women.com days.
“I saw an opportunity to connect to women about everyday events in their own lives using humor and style,” she said. In addition to selling a line to QVC, she built up SimplyShe to 8,000 boutiques in 23 countries, back in 2002. She was on “Oprah,” and also had a line of books. The last book she wrote was “Simply Dog,” which launched her into the pet space.
“Nobody had taken pet fashion and commercialized that back in 2006,” she said. Her pet products are sold to stores such as Petco, PetSmart and Ross Stores, amassing more than $50 million in sales before she sold the company and embarked on a new path.
“The desire for R|Label was born out of my own need and want for simplicity in dressing. I wanted to get off the freeway of fashion and really have clarity in my closet and have pieces that made me feel good, were effortless and affordable,” Peevey said.
R|Label retails from $55 to $185. The collection, 40 percent of which uses Japanese fabrics, is manufactured in China. Sizes range from XS to XL, and there are 18 styles in the first collection. Among them are silk tanks, T-shirts, tunics, leggings, blazers, trousers, toppers, dusters, cocoon sweaters, a silk caftan dress, a maxidress, a racer-back midi-dress and a vegan leather moto jacket. The color range is gray, cream and black.
“This is not meant to revolutionize fashion, it’s about how it drapes the fabric itself,” as well as covering parts of the body that need to be covered, she said.
When it came to designing the leggings, she said, “I tried [more than] 150 pairs of ponte pants to get to this. I wanted something seasonless with the right weight to it and the perfect cut that didn’t squeeze you in but didn’t bag out,” she said. There are also “essential trousers” for work and Saturday pants that cuff and have a drawstring waistband. The dresses are easy and can be worn with strappy sandals.
Peevey believes that she can generate $5 million in sales with the clothing collection in the first year.
The community and content came first, but she had an idea to fuse community, content and commerce in one digital brand. The collection is only available on the web site and will be updated. For example, in the fall she will add navy pieces. Eventually, she would love to add handbags, accessories, footwear, home goods and candles. She said she plans to support the business with various pop-ups around the country.
Without any advertising, Thereset.com has more than 16,000 followers so far on Facebook and 10,000 subscribers to the site. “By the end of the month [April], we’ll reach 20,000 Facebook subscribers,” she said. “The whole idea of the web site is to provide inspiration, ideas and information for women to be their best selves. That was initiated from my own transition from my own reset, personally and professionally,” she said.
Among the categories on the site are The Fix, quick ways to do anything better; Punch Bowl, different observations from writers including Lisa Marsh, who handles content, and Daily Reset, which includes Morning Mirror and One New Thing, a section about a cool product or interesting art one needs to know about. The company has seven people on staff.
“Women are our own best inspiration. We don’t need to read 100 million self-help books to understand how we want to make change happen in our lives. Frankly, the best advice sometimes is from other women who are doing it themselves. The reset is really a community to allow women to engage with one another and to find ideas and information to be the best they can be,” she said.