The Nordics are known for their strong sustainability values, yet remain among the highest clothing consumers per capita. In response, circularity and resale have become part of the mainstream conversation, pushing the industry to be more accountable for its sustainability efforts.
Amid this tension between ideals and consumption, Redesignedby (RDBY) offers a fresh perspective. Founded by Matilda Westerman and Henrik Berndtson, the platform is the first in Scandinavia dedicated entirely to redesigned fashion, connecting designers who upcycle existing garments with buyers who value craft and creativity. “We want this to become the natural way of consuming clothes, first in Sweden and then across the Nordics,” says Westerman. “Maybe even internationally.” In this conversation, she shares how the idea was born and why redesign may hold the key to a slower and more circular future.
For those who aren’t yet familiar, can you explain what the platform does and how it works?
– Redesignedby is, as far as we know, the first platform in Scandinavia focused entirely on redesigned fashion. It’s a marketplace where redesigners can sell their work, whether clothes or accessories, anything remade or upcycled. In that sense it’s similar to Vinted or Sellpy, but redesigned fashion.
And from a designer’s point of view on the app, what is the process like?
– Each designer creates their own page with a logo and name, uploads their pieces, and becomes part of a collective feed where everyone can browse. You can also follow a designer and get notified when they upload something new. So it’s both building your own brand instead of creating your own webshop or selling things through Instagram. You can create your own hub in the app.
How did the idea first come about?
– It started with my co-partner Henrik. He told me about his daughter, who had bought a pair of jeans, remade them, and sold them for a higher price. He said, “Wouldn’t it be fun if she had her own label, Redesigned by Ester?” I thought that was brilliant.
A few days later, my own daughter, who studies at a design highschool, remade a T-shirt. I said, “Wouldn’t it be great if there was an app where you could upload this and sell it?” She loved the idea. That’s when I called Henrik and said, “We have to do this.” We researched and found that nothing like it existed, so we decided to build it ourselves.
What gap did you see in the Nordic fashion landscape that made it feel necessary now?
– Simply that it didn’t exist. There was no platform dedicated to redesigned fashion, nothing connecting redesigners directly with buyers. We wanted something that felt beautiful, easy, and accessible, a best friend to the redesigner. It should be simple to upload, sell, and ship.
Consumer attitudes towards buying secondhand are changing fast, especially among Gen Z. How has this shaped the way you built the platform?
– There’s a big shift toward reuse and individuality. Secondhand platforms like Vinted and Sellpy have shown how intuitive these experiences need to be. We took that as inspiration and added new features – like a virtual try-on, where you can upload a picture of yourself and see roughly how a piece might look on you.
I also think the key difference between secondhand and redesign lies in quality and intention. Redesigners are very conscious about materials. You might see a shirt made from leather and cotton, or a skirt made from a tablecloth and a curtain. Each piece is unique. You’ll never find two that look the same.
Circular fashion has become a big talking point, but most initiatives still focus on resale and recycling rather than redesign. What do you think is missing from the industry’s approach, and how does Redesignedby fit in?
– Henrik and I are both new to fashion, so entering this world has been really eye-opening. When we went to the Slow Fashion Gala recently, we met so many open, curious people working with upcycling and redesign. It was clear there has been a need for this, a digital space that brings everyone together.
Many redesigners are small businesses that can’t afford their own webshop. What we offer gives them visibility and connection. It fills a gap. People told us, “This is exactly what we’ve been waiting for.” That was an incredible feeling.
Many small designers struggle to scale slow fashion since it’s so personal and time-intensive. How are you helping them grow sustainably?
– The point of slow fashion is that it takes time. What we can do is help make the business side smoother and more visible. Designers on our app can share updates and works in progress. It gives buyers insight into the story and effort behind each piece. We want to foster understanding that these aren’t fast-fashion items – they’re art.
I think when consumers see the time and care that go into each creation, they develop more respect for both the designer and the garment itself. Hopefully that encourages people to support this kind of fashion rather than defaulting to fast fashion.
You and Henrik come from different professional backgrounds. How has that shaped your collaboration?
– Completely. We actually met during the pandemic while working on a project to support the cultural sector. Henrik was CEO of All Things Live where he was a part of a group I worked with. We learned that we could handle complex projects together.
When the idea for Redesignedby came up, it was natural to team up. We’ve been on the same page from day one. It’s been fast, creative, and incredibly fun. You don’t often get to build something from scratch with no model to follow. Starting from a blank page has been the most exciting part.
Looking ahead, what’s your long-term vision for Redesignedby?
– We want this to become the natural way of consuming clothes, first in Sweden, then across the Nordics, and hopefully internationally. We really believe redesign can be a major part of the fashion future.
Lastly, what advice would you give to someone who wants to start redesigning or dressing more circularly?
– Just start. That’s what I’ve learned from all my creative work, including writing children’s books. The people who sit down and do it are the ones who succeed. Don’t wait for the perfect idea or moment. Begin, experiment, and learn by doing.
And if you want to dress more circularly, support your local redesigners, visit secondhand stores, and go to local markets. Make different choices, better ones, for the planet and for yourself.
