Compliance Made Easy, Sustainability Made Relevant

BetterChoice - A SaaS tool for the fashion industry


At BetterChoice, we believe that sustainability should be at the heart of every purchase decision. Our mission is to make sustainability matter for both business and consumer, transforming good intentions into impactful actions. We are driven by the question: “How do we make sustainability matter to the individual?” To answer this, we’ve developed a unique approach that combines behavioral science, legislative insights, and cutting-edge technology to simplify sustainability for our users.

Our products

BetterChoice VERIFY

Transforming Sustainability Claims into Actionable Insights

Introducing BetterChoice VERIFY, the ultimate tool for businesses aiming to effortlessly communicate their sustainability efforts to the end-consumer. Designed for the fashion industry, BetterChoice VERIFY automatically generates credible, compliant claims based on existing certifications, labels, and standards. Our tool translates complex sustainability data into bite-sized, relatable information that motivates consumers to make sustainable choices.

Made from organic materials and certified by the third-party certification GOTS. GOTS ensures a minimum of 70% of certified organic fibers in the product and that it is processed under strict environmental and social standards.

Textiles bearing the OEKO-TEX Standard 100 label has been tested and is free from harmful substances.

Produced under fair working and safety conditions audited by third party.

BetterChoice NAVIGATOR

Master Your Sustainability Performance and Accelerate Progress

Discover BetterChoice NAVIGATOR, your comprehensive solution for tracking and enhancing sustainability performance at every level. Designed for brands, retailers, and e-tailers, BetterChoice NAVIGATOR provides a full overview of sustainability metrics on product, brand, and collection levels. Use our integrated scoring system to set targets, report progress, and communicate sustainability achievements both internally and externally.

Join Our Pilot Program

We’re excited to announce the upcoming extended version of BetterChoice VERIFY, which will turn claims into actionable insights. Sign up now to be part of our pilot program and get early access to advanced features designed to drive consumer engagement and promote sustainable consumption.

Want to help shape the future of sustainable shopping and gain early access to advanced features that enhance your business’s sustainability efforts?

Sign up to join our exclusive pilot program today!

Every Choice

Better Choices
One Product at a Time

BetterChoice is a data-driven tool empowering sustainable behaviour for fashion businesses and consumers. We are backed by the early-stage VC, Antler, and a group of highly experienced and acclaimed business angels, private investors and advisors who are committed to sustainability, and specialise in environmental and social impact, leadership, scale-up, and go-to-market strategies.

It is our mission is to accelerate progress towards a sustainable fashion industry. We are offering a tool that empower consumers and businesses with the tools and information they need to make sustainable choices, thereby activating human agency and promoting better choices.

of green claims are misleading

We’ve entered an age of transformation

An age where increased citizen activism demands action from governments and organisations to address climate change and the interconnected crises. Consumer demand for sustainable product solutions is rising, with growing evidence that people are looking to brands to assist them in making the right choices. This is not just about the next big innovation but our small everyday choices.

The gap between the will to change and the speed of change calls for collective action. This equally applies to the fashion industry. We are at a tipping point, and the pressure is on all of us to act. BetterChoice’s mission is to fast-forward progress towards a sustainable fashion industry with a tool that bridges the intention-action gap, for both consumers and businesses.