Public Funding for Else London Ltd

Della Yellow is using people centred design methods to improve their innovative clothing upgrade service. We have developed a solution to help existing clothing brands to quickly establish a new revenue stream, while extending garment lifecycles and reducing their reliance on linear supply chains. This will support them in meeting consumer demand for sustainability, and prepare them for incoming legislation which is likely to hold brands accountable for supply chain transparency and environmental impact. Della Yellow has established a process that enables consumers to have their existing garments upgraded. This is implemented using a tech interface between a brand's existing supply chain and Della Yellow's unique service. The process is completed within the UK, supporting the UK's fashion and textiles industry. Upgrades will extend garment lifecycles by transforming them into a new style, for example, turning a worn pair of jeans into a skirt. Della Yellow works with existing brands, offering their unique upgrade service under the brand's own name. The objective of the 6-month project is to improve and launch the upgrade service with a clothing brand partner. Else London will optimise the user experience of the service to create positive behaviour change at scale.