Featuring Gina Pell & Amy Parker of The What List

R|Label is designed to fit flawlessly into YOUR life. Your schedule, your style, your body and beyond. So we want to see how real women are rocking their own wardrobe resets and doing R|Label their way—starting with The What List founders (and all around cool chicks) Gina Pell and Amy Parker.


"I like to keep it easy. Call it Normcore or Uniform Dressing, whatever. I just don’t want to think about it too much. And I need key pieces that I can mix and match and dress up or down, depending on my mood. Because every day is different.”

When it comes to women with nonstop lives, Gina and Amy seriously fit the bill. BFFs and biz partners who launched their first venture together, Splendora, back in ’99 at the beginning of the dot com boom, their latest creation The What List is all about cutting through the email clutter with handpicked products, places, and experiences that enhance your life. Basically—they’re curators of quality. (No wonder we love them so much).

Describe your current relationship with your closet (love it, hate it, we need to break up).

Gina: I love my closet because I was lucky enough to design it from scratch when we moved to our new house. It’s organized by color, article of clothing, and I keep a lot of quirky fashion items from my flea market and vintage store foraging.

Amy: Aside from a few key pieces (mainly my R|Label pieces), I’m so over it. Maybe it’s the winter blues, but I’m ready for lighter and brighter pieces that I can pair with go-to’s (jeans, leggings, track pants, etc.).

What’s your pet peeve when it comes to dressing?

Gina: Getting in and out of jumpsuits and tight sports bras.

Amy: I like to keep it easy. Call it Normcore or Uniform Dressing, whatever. I just don’t want to think about it too much. And I need key pieces that I can mix and match and dress up or down, depending on my mood. Because every day is different.

Describe the outfit that makes you feel like the most authentic version of yourself.

Gina: There’s no single outfit that makes me feel like the most authentic version of myself because I dress according to mood. Some days it’s punk rock others it’s boho chic and today it’s executive elegance.

Amy: My Rag & Bone jeans, a tee and my R|Label duster in gray. Gets me through almost any day.

When did you last push the reset button?

Gina: The last time I reset was when my partner Amy Parker and I started our third company together called The What, which is a women’s lifestyle community centered around learning and connection.

Amy: The start of 2018 has been a big reset for me. Last year was hectic to say the least and I’ve spent a lot of time resetting and my body, mind and life to focus on moving forward and feeding my creative needs. I think of it as training mode – for all the amazing things I want to create and nurture this year.

What inspired you to be your own boss?

Gina: I’ve been my own boss since 1999. It was at the beginning of the Internet boom and everyone my age was launching a business so it seemed very natural.

Amy: I come from a family of entrepreneurs, so it’s part of my DNA. Being my own boss wouldn’t be the same though without my partner, Gina. The What is our third company together and I feel so fortunate to have a partner I trust implicitly. We’ve shared so much through the years and are still learning and hustling and figuring it out together. I wouldn’t trade it for the world.

What’s your favorite R-Label piece and why?

Gina: My favorite R|Label piece is the sweater duster. I bought it in black and the oatmeal is also great. I put it on over sweats recently and went to dinner.

Amy: The silk tee. It’s so versatile and I wear it with everything from leggings and sneaks to slacks and heels. I’ve even worn it as a swim cover-up.

How do you rejuvenate/recharge?

Gina: Walks and talks with my favorite people. My friends Nilofer and Leigh turned me on to this practice and it’s been invaluable for both my mind and body.

Amy: Anywhere with my girlfriends. Laughing, eating, drinking, hiking. Spending time with good women energizes me and keeps me optimistic and focused on WHY we are building a powerful community for women.

Describe your personal style in three words.

Gina: Idiosyncratic. Classic. Comfortable.

Amy: Minimalist. Classic. Sporty.

If your life was a theme song, what would it be?

Gina: It’s a tie between “Keep Feeling Fascination” by Human League and “HUMBLE” by Kenrick Lamar.

Amy: My tried and true is “The Best of What’s Around” by Dave Matthews.

What’s Your Daily Affirmation?

Gina & Amy: “You got this.”



Shop The Look

Want to get the looks Gina and Amy are wearing? We don’t blame you…