Gwen Whiting and Lindsey Boyd weren't always international soap mavens, delighting fashionistas, value seekers, and environmentalists from New York to New Delhi. Many laundry cycles ago, they were young fashion enthusiasts, launching careers in one of the world's best-dressed cities. As Gwen and Lindsey invested in building their wardrobes, they were confronted with the frustration of maintaining them: replacing prematurely worn items and paying painful dry cleaning bills.