Better than yesterday. Nothing more.
2019 — The Spark
It all started in a gym. I logged my performance, and every week I tried to do a little better than the day before. Not better than others. Not better than some ideal image. Better than yesterday.
From those three words a brand was born: Better Than Yesterday. A T-shirt, a glyph, a philosophy.
2019 — The Journey
On a two-month trip to the United States, strangers in New York, in Florida and in Canada stopped me in the street to talk about the concept. No advertising — just a slogan that resonated. That's when I understood BTY could reach people.
2021 — Choosing Silence
Then I made a choice: to put the brand on pause. Not out of giving up — out of high standards. I lacked depth. I moved to Guadeloupe, where I lived for five years while building BTY in silence — the manual, the identity, the philosophy.
2026 — The Relaunch
In 2026, a personal ordeal turned everything upside down. But instead of collapsing, I applied to my own life what I had spent years writing. BTY was no longer an idea on paper — it was the method that kept me standing.
Today, BTY is back. A complete universe: the writing, the soundtrack, the apparel. Three ways in, one philosophy.
Train like a fighter. Live like a champion. Better Than Yesterday.
Cédric Lilong
Architect · BTY
BTY Concept at a Glance
BTY Concept (Better Than Yesterday) is a French boxing-inspired athletic streetwear brand, born in 2019 and founded by Cédric Lilong.
- What we offer: apparel (hoodies, sweatshirts, tees, joggers, women's line), The Manual, a free ebook in ten Rounds to build an athlete's mindset, and The Journal, articles on discipline, confidence and resilience.
- Based in: Île-de-France (Saint-Ouen-sur-Seine).
- Shipping: France, Europe and international.
- Registered trademark: BTY, INPI No. 5295799.
- Contact: contact@btyconcept.com