Harmonizing his professional life with his personal values, this is what drove Mayer Vafi to co-found Better Narrative in 2018. He was then Creative and Business Director within the Pajar clothing brand, and roamed the globe in search of duvets and other furs for the manufacture of coats. An antithetical situation for this follower of veganism, which pushed him finally to leave behind a brilliant career of 15 years. " The challenge was to continue working in technical clothing, but with better practices, " he says. A reflection that, beyond veganism, led him to explore the principles of circular economy.   From there was born Norden , a brand of vegan clothing and accessories, made of polyester from recycled plastic bottles. " Compared to ordinary clothing, the use of this yarn in the manufacturing process can consume 45% less energy, 20% less water and emit 30% less GHG."Focusing on transparency, the choice of the wire manufacturer was on Repreve, American recycling company that has developed two technologies traceability of its product. The first, FiberPrint, prints on the wire a serial number to know the source and the number of bottles used for making a garment. The second, UTrust, verifies the actual use of the yarn in the finished product, thus discouraging misleading advertising.   More broadly, Better Narrative's ambition is to complete the life cycle loop of its products. The company offers a coats recovery program at least two years after purchase in exchange for a discount on the next purchase. Returned coats are washed, repaired and sold at a reduced price or donated to a charity, such as Welcome Hall Mission. Otherwise, TerraCycle, in Ontario, upgrades defective clothing to make polyester yarn again. If the manufacture of coat components is currently done in China to ensure a certain volume and accessibility of the finished product at a reasonable price, the selected plant is certified WRAP (Worldwide Responsible Production Manager), thus ensuring a legal textile manufacturing , human and ethical ".   All these values have enabled Better Narrative to obtain PETA certification, guaranteeing vegan products, and to be in the process of being certified by B-Corp to supervise and validate its performances in sustainable development. Following last year's successful pre-launch with four retailers, Better Narrative is poised to officially launch its Norden Coat brand at 75 outlets in Canada, Germany. and in Japan. Raincoats, winter boots and school bags, all made from recycled materials, will complete the range of products in 2020. In the long term, Mayer Vafi intends to gather in Quebec all stages of the manufacturing process, recycling bottles recovered locally until the confection.