Introducing our third installment of 10yuan's Style Council 2017, our annual look at the trendsetters and style mavens of the Bay Area worlds of fashion, beauty and design. Check back for more tastemaker profiles each day, between now and September 29th!
We're all familiar with the desire to start over. It can be triggered by annual markers—a new year, a birthday, an anniversary—when thoughts of self-discovery re-emerge. Making changes can be an arduous process. When Maria Peevey, founder of The Reset and R Label, found herself at a point in time when she wanted to reboot, by the time she was finished, she made streamlining our own closets that much easier. For her, though, it went far deeper than organization—she wanted to start over.
"I learned a long time ago that when things get tough, you have two choices: sit around and cry or get on with it," she says, resolute. "I choose to get on with it, or I guess you could say I learned early on to reset effectively."
In March 2017, the consummate restarter (Peevey is formerly the founder of SimplyShe—a line of cards, books, and women's apparel—and , a pet fashion brand) kicked off The Reset, an online resource and inspiration zone for women—think Goop meets Cheryl Strayed's Tiny Beautiful Things. The Reset was filled with original features on everything from career goals and color therapy to mood-boosting foods and fashion, written by Peevey and her team of staff (based in SF and New York) and freelance writers. Today, a growing community of women who wish to share their personal stories is also publishing on The Reset.
Just two months after The Reset launched, Peevey cemented its bootstrapping ethos in the physical realm with the debut of R|Label, a minimalist clothing line designed for busy women of all ages, shapes and sizes, focused on fit, versatility, quality and ease. "There is a level of authenticity that comes out when you create products from honest, universal life experiences and share them openly," Peevey says.
While she makes it sound straightforward, she made a herculean effort to create the perfect wardrobe, undertaking competitive reviews and trying on every item herself. She also held try-on parties to determine the go-to pieces that would make up the current collection. It was a matter of figuring out which pieces were "critical" for a woman to have day in and day out.
The result is a collection of timeless, seasonless, mix-and-match essentials that you can confidently throw on and go: simple tops and tees in luxe, flowing fabrics like silk and rayon; cozy grab-and-go cashmere and Merino wool sweaters; chic pants and silk dresses that transition from day to night, office to weekend; and classic jackets and coats that are easily thrown over any outfit. And, with prices ranging from $55 to $295, you'll never feel the urge to hide your receipts.
10yuan: Describe a day in your life.
Maria Peevey: Start-up life is like a marathon. It's nonstop work and the pressure of feeling like there's always more to do. Wake up at 6am, coffee, take the dog out, work for an hour answering emails, take a quick run, emails, meetings, emails, meetings, a glass of wine at my desk around 6pm, keep working, a 7pm-ish dinner and check in time with my family. 9pm back to work, laptop in bed till 10ish. Ah, the glamour of it!
10yuan: And when you're not doing all that?
MP: [I love] being able to take a long run, read, spend time with my family and my dog, hiking somewhere in nature and enjoying just being out and about and slowing down for a moment.
10yuan: What's your go-to outfit?
MP: R Label blackout leggings, silk tank, perfect moto jacket and ankle booties.
10yuan: Who's your design hero?
MP: Donna Karan. Her design philosophy resonated with me—dressing made easy. Effortless pieces. It's not about clothes, it's about lifestyle.
10yuan: When you need a culture fix...
MP: Contemporary art is inspiring and soul-filling. One of my favorite's here in SF is , which is focused on innovative, emerging artists working in areas of visual, conceptual, installation, and performance art.
10yuan: Ever get away?