Betsch, a graduate of Parisian management school IESEG, teamed up with high-school friend Camille Le Gal to jointly set up Fairly Made, with the goal of “helping labels create collections that are both attractive and sustainable.” Fairly Made is based in Paris in sustainable fashion incubator La Caserne, and is a green tech company that advocates a more environmentally friendly fashion, with sustainability its driving principle.

“Gradually, we realised that we ought to be able to scale up [our] methodology and help brands measure the impact of their products, so that they in turn could be able to tap this methodology and produce less polluting clothes,” said Betsch. 

Traceability, fashion’s future goal

The software-as-a-service platform developed by Fairly Made, which ​last October raised €5 million from investors ETF Partners and Le Fonds by French Founders

A solution that chimes with the new anti-waste law in force in France since January 1 2023, which requires major brands (those with a revenue in excess of €50 million) to indicate on their labels in which country the various stages of their products’ manufacturing process have taken place.

Fairly Made has adopted ‘benefit corporation’ status and is currently working with some 40 clients, including fashion labels like Des Petits Hauts and groups like SMCP and LVMH, helping them transition towards more sustainable fashion collections

According to Betsch, value chain traceability, transparency in sourcing practices and establishing a relationship of trust with suppliers are the key steps that will allow labels to avoid blurry notions of sustainability verging on greenwashing.