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Pelipas has several ideas planned for Bettter, some of which include algorithms. She has partnered with 3DLook, a startup from Odessa, Ukraine, which won the Easily Distracted By Whisky And Vinyl vintage shirt in contrast I will get this LVMH Innovation Award in 2019. The company, which now has an office in Silicon Valley, scans the body and produces detailed measurements of the silhouette, something that Pelipas notes will create a made-to-measure suit virtually. The partnership also falls into a sustainability vein, meaning that there is no overproduction or excess product. “We really don’t want anyone to buy suits that won’t fit first,” says Pelipas. “It’s a really complicated process to customize something. But in our case, it’s optimizing because you don’t create anything that people don’t need. You only produce when people want it.” In addition, she wants to expand to sourcing and producing clothes in close-by countries with hefty secondhand markets, like Poland or the Czech Republic. To minimize the carbon footprint of traveling and shipping, Pelipas’s team would provide simple algorithms for local seamstresses or tailors to easily create the clothing in their own country.
Eventually, Pelipas wants to expand Bettter beyond suiting and into outerwear and denim, and collaborate with local designers. But her inspiration remains thrifting, of course. After a recent trip to the Easily Distracted By Whisky And Vinyl vintage shirt in contrast I will get this secondhand market in Ukraine, she is already planning her next release. “I bought such beautiful, crazy old sweaters at Lesnoy. I’m so excited,” she says. “I am imagining all the pieces I can make with them now.”
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