[ENTREPRENEUR FOCUS] Binette, the responsible fashion brand that’s packing style and happiness

Can you introduce yourself?

My name is Pénélope Chapuis, and I am at the helm of Binette, a brand of responsible and upcycled fashion accessories.

Every second, the equivalent of a garbage truck of textiles is dumped in landfills or incinerated worldwide. Faced with this alarming reality, I wanted to take action. Passionate about sewing and creation since always, I am convinced that there is another way: respecting the planet while enhancing what already exists. Binette embodies this desire to fight textile waste while offering practical, fun, and durable accessories. After earning a Master’s degree in entrepreneurship and innovation at IÉSEG Lille and gaining several experiences in ethical fashion, I chose in 2023 to take over Binette, originally founded by Alice Bèle, and to buy 100% of the shares to develop this beautiful brand toward new adventures!

What is the concept of Binette?

Binette is the brand that makes you smile! We recover finished products, dormant stocks, or fabric scraps destined to be thrown away or incinerated. We give them a second life by transforming them into practical, trendy, and ethical accessories: fanny packs, tote bags, half-moons, glasses cases... Our mission is simple: to make fashion more sustainable and accessible while fighting textile waste.

How did the idea come to you? Why buy rather than create?

I did not create Binette; I took it over in February 2023. This choice aligns with my philosophy: I believe in upcycling and transforming what already exists. Why reinvent what already works when you can enrich and continue a beautiful existing adventure? For me, taking over Binette was exactly that: starting from a solid base and infusing it with my vision and energy.

What did participating in the IÉSEG Entrepreneur Prize 2025 bring you?

This prize was an incredible opportunity. It gave me great visibility but also a chance to take a step back and think long-term about my project. It is also a human adventure because exchanging with other entrepreneurs helped me nourish my vision and strengthen my ambitions.

Where are you today?

Binette keeps growing! We develop our collections with ever more responsible materials: fabric scraps, dormant stocks, or innovative fibers like banana and pineapple. Our products are made in solidarity workshops in France and Tunisia, combining know-how, quality, and respectful working conditions.

However, the path remains full of obstacles: faced with giants like Shein occupying a huge market share, unfair competition is a reality. Added to that are rising raw material prices and logistical costs, making the development of responsible fashion even more challenging. But I hold on because I deeply believe in this project.

At the same time, I am developing new formats of awareness workshops around textile issues and upcycling. I already work with companies (seminars, team building, textile murals) to offer creative, fun, and meaningful moments. My goal is to strengthen this activity to share my passion even more widely and inspire different consumption.

What are your goals for the coming years?

My ambition is twofold:

- On one hand, to continue developing the brand and offer durable, responsible, and accessible accessories.

- On the other hand, to strengthen awareness about upcycling by organizing more participatory workshops to share this passion with as many people as possible. Because Binette is not just a brand: it is an optimistic and committed state of mind.

A final word?

With Binette, I want to show that we can consume differently, with joy and lightness. Every fanny pack, every tote bag, every accessory carries a story of transformation and commitment. And above all, I hope to keep passing on this energy: making you smile while acting for the planet!