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Buy less but Bettter: turning unsold menswear into women’s fashion is the name of the game for company chasing quality over quantity
- Julie Pelipas, Ukraine-born former fashion editor and the founder of Bettter, explains why the platform uses deadstock menswear and why its pieces cost so much
- She reveals where the idea came from, the reasoning behind the name and why the media is at fault for society’s focus on the overconsumption of fashion
Reading Time:2 minutes
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Ukraine-born former fashion editor Julie Pelipas is the founder of Bettter, a platform that upcycles deadstock – unsold clothing – into timeless womenswear. We caught up with her in Paris in France, where she won the LVMH Karl Lagerfeld Prize.
Tell us about your brand.
“It’s not a brand but an upcycling system. What we do is convert menswear into womenswear and we only upcycle deadstock so it’s never produced from zero and it’s only for women because the tailoring is very important.
“The concept is to partner with brands and be a solution for them and let them give their deadstock a new cycle of life so that they don’t have to burn or discard it.”
Why turn menswear into women’s garments?
Formerly the fashion editor of the South China Morning Post, Vincenzo La Torre is the chief editor of Style, the South China Morning Post’s luxury monthly publication. Born and raised in Italy, Vincenzo started his career in journalism after graduating from Columbia University in New York, where he studied East Asian Languages and Cultures with a focus on Japanese and Chinese art. He has previously worked for Vogue Japan in Tokyo, Harper's Bazaar in Singapore and Prestige in Hong Kong. Before joining the Post as fashion editor in 2017, Vincenzo was a member of the launch team of Vogue Arabia in Dubai. He covers topics such as jewellery, watches, luxury, beauty, celebrity, entertainment and lifestyle, and has interviewed some of the most influential designers and CEOs in the luxury industry. Vincenzo speaks Italian, French, Japanese and Mandarin, and is a regular at high-profile events such as fashion week in Milan and Paris.
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