What the Project Is
Y.O.U means Your Own Underwear, because everyone deserves exactly that. In 2016, during a trip to East Africa for community volunteer work associated with the Uganda Marathon, the idea behind Y.O.U Underwear was born. The experience revealed the harsh reality: many women and children did not have access to an everyday necessity – underwear. Globally, 1 in 10 girls miss up to 3 months of school each year simply because they do not have underwear during their periods. Underwear isn’t just the foundation of an outfit; it is the very foundation to a more positive future. This project, deeply rooted in compassion, brings a Buy-One Give-One model to life by donating a pair of underwear for every pair sold. The initiative has since donated over 50,000 pairs and empowered more than 17,000 women and girls, all while operating in the vibrant space of Fashion, UK, and Women-Owned Social Enterprise.
Main Benefit
Key figures and facts about the project include:
- Over 50,000 pairs of underwear donated
- Empowered over 17,000 women and girls
- Fairtrade, PETA-approved vegan products
- Made from 100% GOTS Certified Organic Cotton
- Highest B Corp score in Fashion B Corp: 160.5
The Story Behind the Idea
The spark that ignited Y.O.U Underwear was the shock of witnessing firsthand that many girls miss months of schooling due to the unavailability of underwear during their periods. This barrier to education not only restricts learning but also hampers future employment opportunities. The project’s mission is clear – it is not simply about underwear, but about laying the foundation for a brighter future. Every pair carries a little affirmation inside, a gentle reminder that every purchase makes a difference. It is a story that is both grounding and stirring… a reminder that small actions ripple out into significant change.
Ethical and Sustainable Approach
Y.O.U Underwear is all about ethical manufacturing and responsible fashion. The products are Fairtrade, PETA-approved vegan, and crafted from 100% GOTS Certified Organic Cotton, making them super-soft and kind to the skin as well as to the planet. This isn’t just a brand—it’s a commitment. With a living wage policy in place and a partnership with one of India’s leading ethical manufacturers, the project emphasizes transparency and accountability. From the classic range of neutral tones to the vibrant prints available in sizes 6 to 22, every design is a celebration of individuality. The brand famously never airbrushes images, which means models are real people—often friends and family—providing a genuine glimpse of how the undies look when worn.
Community Impact and Empowerment
Beyond the tangible benefit of underwear, the initiative uplifts communities through thoughtful partnerships. For every pair sold, a pair is donated to Smalls For All, supporting women and girls in need. The ethical practices extend to the Pink Collection, which supports the Future Dreams breast cancer charity, and partnerships with several other charities ensure that multiple facets of community welfare are addressed. The approach is holistic: it is about fostering empowerment, encouraging education, and ensuring that each purchase is tied to a greater cause. This is a project that resonates deeply within communities both locally and globally, inspiring change in everyday lives.
Project Impact
- SDG 4: Quality Education – Helping girls attend school by providing essential underwear.
- SDG 5: Gender Equality – Empowering women and girls by eliminating barriers and building confidence.
- SDG 8: Decent Work and Economic Growth – Operating as a Living Wage employer and supporting ethical manufacturing.
- SDG 12: Responsible Consumption and Production – Commitment to sustainable materials and ethical operations.
- SDG 13: Climate Action – Prioritizing eco-friendly practices across the supply chain.
A Trusted and Transparent Journey
The journey of Y.O.U Underwear is as much about style as it is about integrity. With a flagship store opening in the iconic Oxford Covered Market in 2021, customers are invited to explore a full collection of ethical underwear and equally thoughtful gifts. The brand’s commitment to reducing environmental impact is evidenced by its circular fashion recycling scheme, where clean underwear, socks, and tights from any brand can be recycled, further enhancing its responsible consumption ethos. With an overall feeling of transparency and authenticity, the project continuously nurtures a bond of trust within its community. Every detail, from the ethical production practices to the affirmations tucked inside each pair, stands as a testimony to the belief in building a better future—one small, comfortable step at a time. Occasionally, a pause to appreciate the subtle messages of care and consciousness reveals why the initiative isn’t just another brand, but a movement that celebrates people exactly as they are.
