About
BETTTER is a design-led upcycling system using proprietary AI technology to transform deadstock into high-value, products at industrial scale for a more circular fashion industry. Our Smart Design Algorithms (SDAs) remove the complexity of upcycling, matching inventory to the most intelligent product outcome with speed, consistency and commercial logic, while helping brands advance sustainability goals. Produced from what already exists without virgin materials and extra waste.
Bettter has built the global infrastructure that enables brands to convert their fashion surplus into scalable high margin revenue through AI-powered upcycling.
THE PROBLEM
€130B
€130B worth of discarded fashion products discarded every year. This is lost profits for brands.
€1BILLION
The amount of fashion surplus that is destroyed each year.
50%
is a full-price-sell-through rate benchmark for most fashion brands.
5.6 MILLION
of CO2 emissions are produced each year from fashion waste practices in Europe, alone.
An estimated 4-9% of unsold textiles are destroyed before anyone ever wears them.
The EU banned brands from destroying unsold clothes. And it’s about to change how fashion handles “excess.”
Under the EU’s new rules, brands will no longer be allowed to quietly destroy unsold apparel, clothing accessories, and footwear, with limited exceptions (eg. unsafe or genuinely damaged items).
From 2027, businesses will need to begin reporting the volume of unsold goods with actual numbers and in a standardised format.
For large companies: This ban applies from 19 July 2026 and medium-sized companies are expected to follow in 2030.
Practically, this means that brands need to start rethinking the way they operate….today!
“circular solutions can be challenging to implement in practice, but this ban will push the market towards better design, better data and better end-of-life management.”
Aimee Campanella,
Development Director, Textiles EPR at Reconomy
SOLUTIONS
BETTTER IS THE SOLUTION
BETTTER turns what exists into what sells.
By converting deadstock into higher-value products, BETTTER transforms surplus inventory into new revenue. Existing garments are reassembled rather than discounted, extending product life while supporting your brand’s commercial performance and sustainability goals.
At the core of BETTTER’s platform is its Smart Design Algorithms: proprietary AI technology developed to remove the complexity and labour intensity traditionally associated with garment redesign.
Technology
End-to-end capabilities.
BETTTER’s capabilities can be deployed individually or combined as one integrated solution.
AI-Powered Deadstock Analysis
BETTTER’s proprietary AI analyses existing inventory to identify the highest-value upcycling pathways, product opportunities and revenue potential. Turning your surplus inventory into a clear commercial roadmap.
Smart Design Algorithms
Bettter’s proprietary algorithms automate redesign, optimising material usage and matching each stock profile to the right product outcome. Systems can be tailored to brand-specific inventory while maintaining its identity. No two collections are ever the same.
Creative Direction and Concept Development
Concepts are built from stock analysis, brand DNA and customer demand signals. Each proposal is commercially viable, strategically aligned and ready to produce.
R&D and Prototyping
Every concept is validated before scale. Sample development and fit testing ensure each solution meets brand standards for quality, fit and identity before production begins.
Upcycling Automation and Industrialisation
BETTTER is building the infrastructure required to scale upcycling. robotic handling, intelligent disassembly and system integration create the operational layer needed for consistent, industrial production.
THE LARGEST INFRASTRUCTURE OPPORTUNITY IN FASHION AND APPAREL IS SOLVING THE DEADSTOCK CRISIS.
Each BETTTER item has a PASSPORT with detailed information about its provenance that adds transparency and traceability to all garments:
where and when it was originally produced;
fabrics specification;
The number of SDAs used to rework the garment;
Partnership Benefits
THE BETTTER SOLUTIONS
OUR TECHNOLOGY LAYER
- Automated Raw Materials Selection (ML)*
- Digital Design Adaptation
- SDAs (Smart Design Algorithms)*
- Digital Fitting Solution
- Analytics Platform
Our Creative Layer
- Creative Direction Framework
- Co-Design Process
- Brand Integration
- Seasonal Collection Development
Our Performance Layer
- Wholesale Enablement
- D2C Execution & Optimisation
- End-to-End Sales Tracking & Reporting
The origin or heritage of the chosen styles comprise a big part of the storytelling and are always paid attention to in our design algorithms. It is an added value that translates directly into sell-through.
“The collaboration with BETTTER was highly collaborative and fast-moving. They brought a fresh approach to working with existing stock, and the results showed that upcycling can be both desirable and commercially viable. It also established a clear framework we can build on moving forward as we continue to explore how deadstock can be integrated into future collections.” – Liberty Carrington, PR & Marketing Assistant for FILA, PONY & Sergio Tacchini
“BETTTER demonstrated a thoughtful way of working with existing garments, where craftsmanship and innovation exist together. Their process allows pieces to be reimagined without losing the heritage, precision or integrity that define Gieves & Hawkes, resulting in products that feel renewed and fully authentic to the brand. This was particularly reflected in the way men’s eveningwear tailoring was reimagined into striking womenswear.
Michelle Nevshehir;
Commercial Director,
Frasers Group Tailoring Partnership
BETTTER’s first physical showcase took place in partnership with Browns, marking the brand’s entry into one of London’s leading luxury retail environments.
Customers, stylists and industry insiders experienced BETTTER’s upcycling process firsthand. An exclusive capsule collection was created for Browns, demonstrating demand in a premium retail setting and opening the door to an ongoing luxury partnership.
“We launched Bettter at Browns not only because of our admiration for the creative vision of Bettter’s ultra stylish founder Julie Pelipas, but also because of her commitment to sustainability and inclusivity. The brands use of technology to innovate how to upcycle suiting offers our customers something truly unique and timeless.”
Elizabeth Von Der Goltz, Chief Fashion and Merchandising Officer and CEO Browns
BETTTER IS ALREADY PARTNERING AT SCALE WITH SOME OF THE WORLD’S MOST RECOGNISED FASHION BRANDS.
LVMH Karl Lagerfeld Prize 2023: Winner
The Karl Lagerfeld Prize is a prestigious distinction awarded annually as part of the LVMH Prize for Fashion Designers. Originally known as the “Special Jury Prize,” it was renamed in 2019 to honour the late Karl Lagerfeld, the legendary creative director of Fendi and Chanel who served as a dedicated jury member from the award’s inception in 2014. This award specifically recognises the unique creativity and potential of young, emerging brands.
Contact Details
General enquiries
[email protected]
Sales
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Wholesale
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Press
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Careers
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Address
Bettter, Unipessoal Lda Rua De Santa Catarina, N.° S 895-30 Esquerdo, 4000-454 Porto
