Bettter

Every suit has an adjustable waist / Source: bettter.us

EuropeSilkTextilesViscoseWool

4 MINUTE READ

Jessica Harman

WHAT WE SAY:

Founded by ex-Vogue editor Julie Pelipas, Bettter is a lesson in using what's already available to create something new. Grounded in the principles of upcycling, the tailoring brand is pushing back against the conventional model of resource-intensive manufacturing with its adjustable designs and slow fashion philosophy. It may be a luxury solution at present, but any brand can learn from its approach.

KEY FACTS:

Bettter, which launched in 2019, is an upcycling brand that reworks deadstock men's tailoring into new womenswear pieces.
Founded out of a frustration with overproduction and overconsumption, the brand creates small-batch collections featuring one-of-a-kind, season-neutral garments that are made to last.
Every garment made by Bettter is secondhand and vintage, and it reworks the material in order to achieve its signature silhouette, inspired by men's tailored suits. The brand sources its fabrics directly from brands.
Adaptability is a key element of the Bettter design process. Each suit has a zipper or other adjustable feature enabling it to fit up to three different sizes, accommodating weight fluctuations and offering longevity. Other items, like the Transformer 3-in-1 Coat, have been cleverly crafted to be worn either as a blazer, midi coat, or long coat, eliminating the need for multiple jackets.
Transparency lies at the heart of the brand's ethos. Each garment comes with a 'passport' sewn into it, detailing the original garment's brand, location, and production date; who inspired and made the look; a breakdown of the material's composition; and where it was upcycled. The in-depth labels add a layer of history and meaning to Bettter's clothes, encouraging customers to cherish their purchase.
The brand makes its products in the same regions it sources from, cutting down on the environmental impact associated with transportation.
Bettter's garments are designed to be purchased as a set, delivering a complete look to clients. An upcycled suit can be coupled with accompanying shirts and tops to streamline the customer's wardrobe.
The brand has launched over 10 drops to date, expanding its offering from suiting to include tops, knitwear, and dresses. Prices range from GBP 120 (USD 153) for vests to GBP 2,000 (USD 2,554) for coats.

'Out of Office' collection lookbook image / Source: bettter.us

DIVE DEEPER:

It’s estimated that 92 million tonnes of clothing waste is generated globally each year, a number estimated to reach 134 million tonnes by 2030. Keeping textiles in circulation is a viable method of mitigating pre- and post-consumer waste, while tackling increasing resource scarcity.
Harnessing pre-existing materials reduces the pressure on the production of virgin products. This has the potential to cut the impact of wastewater from dyeing and finishing – responsible for 3% of global CO2 emissions and 20% of global water pollution.
A 2017 report by the Ellen MacArthur Foundation found that 25% of clothes produced globally are collected for reuse or recycling. But this doesn't tell the full story – the report also revealed that less than 1% of textiles used in the production of garments is actually recycled into new clothing. This amounts to an annual loss of USD 100 billion worth of materials. By reclaiming and upcycling these materials, Bettter transforms 'waste' into a valuable feedstock for fashion.
Bettter offers size suggestions and model measurements for each garment. Some items are marked as "purposefully oversized" to cater to different body sizes and types.
Having recently partnered with 3DLook, a body scanning company that produces detailed measurements, Pelipas aims to create made-to-measure suits in order to eliminate overproduction and waste. Bettter employs data analytics and AI to create digital renders for product customisations.
Bettter predominantly works with plastic-free fibres to create its garments, such as Wool, Viscose, Silk, and Tencel. However, some are blended with polyester, which would hinder the garment's capacity to be recycled at the end of its life.

"It’s never just been a classic brand, it’s always been about creating a platform and parallel system."

Julie Peilipas – founder, Bettter – as quoted in iD Magazine

Key Design Considerations:

Star power

Pelipas' following gives her brand credibility. Given that 'upcycling' and 'repurposed vintage' are foreign concepts, can you collaborate with well-established industry figures to boost consumer buy-in? Consider how you can deliver clear and digestible storytelling to get your audience onboard with pre-worn products.

Responsible recycling

If you're salvaging discarded materials, think about where your surplus could go. Pre-emptive partnerships with a textile recycling platform like SuperCircle or a furnishings company could ensure your leftovers aren't wasted. And remember to always be transparent about what’s being upcycled, downcycled, and repurposed.