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Y.O.U underwear

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Join the Positive Pants Club!

For a regular dose of positivity, free UK postage on your first order and other perks

Look good, feel good, do good

Ethical underwear for every body

Cloud soft organic cotton

You deserve comfort

Pants fighting poverty

You make a difference

Classically styled

Super soft organic cotton underwear in UK sizes 6 - 22. Designed with comfort in mind.

Shop the look

Shop the look

Organic cotton bralette - black - front viewWomen's organic cotton bralette in black
(4.6)
Lady wears plain black boy shortsWomen's organic cotton boy shorts in black
(5.0)
Organic cotton bralette - black - front viewWomen's organic cotton bralette in black
(4.6)
Lady wears plain black boy shortsWomen's organic cotton boy shorts in black
(5.0)
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Make it a set

underwire-free bralettes

Because nobody ever changed the world in a badly fitting bra. You deserve super soft comfort, so ditch the underwire with our beautiful bralettes and more supportive wire-free bras.

Feel good

All our underwear is made from super soft organic cotton. It's breathable, kind to skin and cloud soft, so you'll feel the benefit of luxurious comfort all day. There's no internal labels, so no annoying scratches or sensations, and every pair of pants contains a positive affirmation, to remind you that you make a difference.

Look good

Classically styled across a wide range of neutral tones and vibrant prints, from size 6-22, our entire collection is designed to celebrate you just as you are. We never airbrush our images, so you can see how our undies look on the amazing humans who model for us - who are usually friends and family!

Do good

Pants that fight poverty! For every pair you purchase, we donate a pair of underwear to Smalls For All, helping keep girls in education during their period, and empowering women at work. We've already supported over 17,000 women & girls since 2020 thanks to customers like you!

Men's underwear

Shop the look

A shirtless person is holding a white ceramic cup with both hands, wearing dark blue jeans and black men's hipster trunks with the letters "Y.O.U" visible on the waistband. The background is a plain, pale-coloured wall.Two individuals wearing men's black hipster trunks are partially visible amidst lush green indoor plants. They are both shirtless, and the person in the foreground stands with arms relaxed at their sides. Their underwear has the initials "Y.O.U" on the waistband.
(5.0)
A shirtless person is holding a white ceramic cup with both hands, wearing dark blue jeans and black men's hipster trunks with the letters "Y.O.U" visible on the waistband. The background is a plain, pale-coloured wall.Two individuals wearing men's black hipster trunks are partially visible amidst lush green indoor plants. They are both shirtless, and the person in the foreground stands with arms relaxed at their sides. Their underwear has the initials "Y.O.U" on the waistband.
(5.0)
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Find your perfect fit

We have an easy to use size guide for all our underwear. If you're in between sizes, we recommend sizing up for comfort. If you need any specific sizing advice, use the chat function to send us a message and we'll get back to you as soon as we can.

Discover Mara

With bespoke prints by design duo KikoRomeo, our African-inspired Mara collection will bring vibrancy and style to your underwear drawer!

KikoRomeo use fashion as an art medium and create designs that build wider understanding between nations and cultures.

Every purchase from our Mara Collection provides a pair of underwear to girls in the Maasai communities of Oloishobor and Olorgesailie, as well as financially supporting the work of the Ajuma Foundation in Kenya.

Shop the collection

"Love Love Love!"

"Investing in my Y.O.U underwear is the best decision I’ve ever made. Most high quality pieces in my wardrobe - worth every penny! No more uncomfortable and scratchy underwear when I’ve got my 100% organic cotton buttery skin-like ones. Seriously, life-changing"

- Gian, Oxford