Biorestore is taking fashion’s footprint to the cleaners

When Biorestore won the Global Change Award in 2022, they weren’t your typical fashion-tech startup. They called themselves outsiders, with a product that sounded too good to be true: a laundry powder that could restore worn garments to a like-new state.

Three years later, they’ve grown from one tin of powder to a full product range, international partnerships, and a mission to tackle overconsumption at the root.

Waji started crying. I started swearing. We were just trying to live to fight another day, and this gave us the lifeline we needed.

A turning point

“It felt like a miracle,” says co-founder Wajahat (Waji) Hussain, remembering the moment Biorestore was announced as a GCA winner. “We’d been ghosted by an investor, our product looked like something from Breaking Bad, and people questioned us. The GCA was an important stamp of approval.”

His co-founder Richard Toon agrees. “Waji started crying. I started swearing. We were just trying to live to fight another day, and this gave us the lifeline we needed.”

More than just funding, the Changemaker Program also offered connection. “We went from being stuck in a Nordic-centric bubble to having conversations with CEOs of global giants,” Richard explains. “It shifted our mindset and gave us a network that opened new doors.”

Before and after using Biorestore.

Scaling innovation – and meeting resistance

Since the award, Biorestore has launched four new products, including odour defence, a textile conditioner, and a water-repellent treatment. They’ve also partnered with UNIQLO in Japan to run industrial-scale restoration for pre-owned clothes.

But scaling hasn’t been without friction.

We’ve lost a lot of deals where we put in significant time and energy,” says Waji. “It’s easy to underestimate how hard it is to get industry uptake.”

Richard puts it more directly: “Big brands say they want innovation – but when it comes to real change, they get cold feet. They’ll throw millions at betting bright pink will be the next big trend, but ask for endless receipts when it’s something that could actually transform how people care for clothes. Not everything comes with a guarantee. That’s the point of innovation – you’ve got to take a risk.”

That industry caution has pushed Biorestore to focus more on consumers, where they see growing demand.

“People are looking for green solutions,” Richard says. “We hear it in customer feedback every week. Someone recently told us they restored their partner’s pyjamas from 1994. That kind of emotional connection is powerful.”

Lessons for future changemakers

So what would they tell the next generation of GCA winners?
“Understand the industry,” says Waji. “Tech alone isn’t enough. You need to know how materials behave, what buyers want, and what aesthetics drive consumer choices. It’s not just science – it’s emotion, experience, and feel.”

Richard adds: “Don’t just chase the biggest names. Everyone’s pitching Patagonia. Instead, look for regional players who are willing to co-create. Start small, run pilots, and use that feedback to improve your product.”

Some of their most valuable insights have come from collaborations close to home.

“Working with brands like Polarn O. Pyret and Lindex helped us raise the bar. Their high standards and feedback helped us make our product better, faster.”

And finally: “Get therapy,” Richard laughs. “Founding a startup is intense. Talk to people outside your daily grind. That’s the beauty of the GCA network – you’re not alone.”

What’s next?

Today, Biorestore is a ten-person team spread across Sweden, Spain and Pakistan. With the foundation laid, they’re ready to scale – looking for funding and partnerships to expand distribution and grow their customer base.

“We’ve built the platform,” says Waji. “Now it’s about getting it out there. We just need the fuel.”

From outsider idea to early-mover brand, Biorestore’s story is a case study in what happens when bold thinking pushes through industry resistance, and keeps going anyway.