One agency, one collective, one collection
BETCOLLECTION is how we chose to celebrate the collective: a collection of a thousand thrifted and recycled pieces, each bearing the initials of everyone who makes the agency. A collection inspired by our talents, and designed exclusively for them.
Named after its founders Rémi Babinet, Mercedes Erra and Eric Tong Cuong, BETC has always claimed and celebrated the richness of its talents.
For several years now, BETC has even become BETCXTALSLPCBFRTVMBBGGWLLLCBRGBPGPGVPLET… A playful way of renaming an exceptional collective using the initials of everyone who makes up the agency.
For the 2024 back-to-work season, the agency went a step further by turning the name of this collective into a brand in its own right. A label was created with everyone’s initials and gave birth to BETCOLLECTION, a collection of pieces as diverse as the people who work at the agency. One thousand garments were sourced and selected one by one, then made even more unique by the exclusive label they now carry.
From the selection of the clothes to the scenography of the distribution, via the making of the label itself, BETCOLLECTION was crafted with the same high standards as the agency’s campaigns. This collection of one thousand thrifted, washed, cared-for and customised garments celebrates the collective around a major creative project.
To share the project more widely, the agency rolled out a multichannel communication campaign: internal posters, an explanatory film about the operation, and a lookbook featuring the agency’s talents wearing the piece they chose.
This first collection looks just like the people who make BETC – all unique, all different, all brought together by a shared spirit and a singular name.
