About BetterChoice

Our mission

Founded in Denmark, BetterChoice is an impact-driven digital platform designed to accelerate the shift toward credible, accountable sustainability communication in fashion – not by adding pressure, but by removing friction.

We've developed a unique approach that combines legislative insights, certification and eco-label requirements with a proprietary algorithm and future-backed technology to simplify complex sustainability communication. By transforming how brands manage and communicate sustainability, we're building the infrastructure for trust: one that scales with complexity, keeps up with regulation, and empowers action across the value chain and with all stakeholders.

Because when sustainability is clear, everyone makes better choices.

We believe in a future where sustainability claims are not a legal liability or marketing minefield, but a shared language between brands, teams, and consumers. Where truth travels with every product, and substantiated information is a feature, not a burden.

Anne Marie Mondrup CEO & Co-Founder

Leading the future of credible sustainability communication.

BetterChoice is built by a team with deep expertise in fashion, sustainability, and digital innovation.

We help brands and retailers ensure that their sustainability communication is credible, documented, and compliant with EU regulation.

Backed by VC Antler and Ada Ventures, private investors, business angels, industry partners, and leading fashion companies – and as part of GreenUp Accelerator facilitated by The Technical University of Denmark, DTU Science Park, and the Danish Industry Foundation – we're working to make compliant communication a competitive advantage by giving fashion brands the data insights they need to strengthen sustainability decisions and empowering consumers to make better choices.

Our Team

Meet the specialists behind BetterChoice. Our team combines deep expertise in fashion, sustainability, compliance, and technology to solve the industry's most pressing communication challenges.

Anne Marie Mondrup

CEO & Co-Founder

anne (at) betterchoice.today

Peter Dam-Johnsen

CCO & Co-Founder

peter (at) betterchoice.today

Hassan Ajan

CTO & Co-Founder

hassan (at) betterchoice.today

Christian Wandel

Compliance Product Developer

christian (at) betterchoice.today

Martynas Raiselis

Lead Developer

martynas (at) betterchoice.today

Nadia Bjørlig

Sustainability Communication Specialist

nadia (at) betterchoice.today

Join our team

Ready to help transform how fashion communicates sustainability? Join our growing team as we build the infrastructure for credible, compliant communication across the industry.

Get in touch with us