Trusted by AI forward brands
We know what great imagery looks like
Setset was founded by people who have spent years inside both creative production and AI engineering. We know what great imagery looks like, and we know how to build the systems that produce it at scale.
AI as an extension, not a replacement
How we think about AI and creative teams.
We remove the bottleneck, not the team
The creative direction, the brand vision, the art direction still comes from your team. Setset handles the production that slows everything down: the casting, the studio logistics, the retouching, the formatting. Your team stays in the driver's seat.
Quality is non-negotiable
We work with brands where visual standards are the baseline requirement, not a nice-to-have. Every output is reviewed against your brand guidelines. If it doesn't meet the bar, it doesn't ship.
No training on your data
Your brand assets, product images, and creative direction are never used to train AI models. Your data stays yours. Period.
Founders
Nils Westerlund
Co-founder · LinkedIn
Early SoundCloud. Employee #7 at Runway ML, where he led product, design, and growth through the company's rise to a $5.3B valuation. Second-time founder with deep experience at the intersection of creative tools and AI.
Hampus Lideborg
Co-founder · LinkedIn
15 years building production pipelines for Nike, Hermès, and other high-end brands. Understands the operational reality of commercial content production from the inside. The bridge between creative vision and production infrastructure.
Sustainability
Less waste, less carbon, faster decisions.
Fewer physical samples
Generate imagery from design files before physical samples exist. Fewer samples shipped means less waste and less carbon.
No travel for location shoots
On-location lifestyle imagery without flying a crew. The environmental cost of a traditional campaign shoot is significant. Setset makes that optional.
Less overproduction
Validate product imagery before committing to full production runs. Test designs visually, gauge response, and only manufacture what sells.
Digital-first production
Moving commercial content production from physical studios to digital workflows reduces the overall resource footprint of fashion merchandising.