“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