A Pantastic Year! Y.O.U Underwear in 2025

 2025 is almost over and we can’t quite figure out how that happened so quickly!

While the time may have flown by, at Y.O.U HQ we’ve certainly packed it full of exciting projects and trips around the country. After a busy festive period, we’ve taken some time to slow down and look back over what was an incredible year.

We set off on a self love tour, launched our first ever sample sale, celebrated four years in our lovely Oxford shop, and completed our B Corp recertification. Take a look at some of our top moments of the past year, and if you were along for the ride at any point then thank you! We couldn’t have done it without you.

1. We completed our B Corp recertification 

Having started the in-depth process of recertifying back in November 2024, we finally received our new score in July 2025! We were so proud to share that we had improved our score to 168.8, after originally certifying with a score of 160.5 (which made us the top scoring fashion B Corp globally). 

To ensure that environmental and social standards are being maintained, B Corporations have to complete the recertification process every 3 years. This involves a thorough and extensive look at all aspects of your business; from manufacturing and shipping, to your business bank account, and even how you travel to work. 

Our B Corp certification is so important to us and we really value the rigorous assessment that offers customers greater transparency and pushes standards for the industry as a whole. With people and planet at the heart of our business model, we are over the moon that our score reflects this - even with a greatly expanded business with more areas to consider.

2. We set off on a Self Love tour

Another huge highlight of 2025 has definitely been bringing the Self Love revolution to people up and down the country and witnessing the confidence that can be sparked from being true to yourself.

Starting in March with the International Women’s Day event in Birmingham, Y.O.U Underwear and the self love team travelled the country with Lou’s amazing wardrobe, Jo’s beautiful upcycled pieces, and Sassy’s incredible photography skills, bringing joy, laughs, and tears to so many amazing people. We were blown away by how many of you were prepared to model our underwear and how fantastic the images were - our customers make the best models!

We had the best time and met so many amazing people along the way. We can’t wait to see where the team takes us in 2026.

3. We launched our first ever sample sale

As a small brand with sustainability at our core, we resist the industry pressure to run sales and promotions across our organic cotton range because it devalues the items and the work that goes into making them and because we simply can’t afford to reduce our prices in this way. However, we also have high standards for the products we sell and sometimes this means that imperfect stock doesn’t meet these standards.

Rather than throwing away or incinerating these pieces (which is often done in the industry), we decided they deserved to go to a good home and launched our first ever sale. With a range of perfectly imperfect items on offer as well as some early production samples, we were so happy with the response and the new customers who were able to try out our undies at a lower price!

4. We visited Smalls for All

While up in Edinburgh with the self love team, I popped over with Sassy to visit the Smalls for All headquarters outside the city. I catch up with founder Maria fairly regularly to stay up to date with our donations but visiting the centre isn't so easy so it's always lovely to get a peep behind the scenes and see the hard work that the team put in.

5. We went to India

In October, I was lucky enough to travel out to India again where we visited our manufacturer and talked through some of our new designs - as well as getting a glimpse of new stock in production. We also had a bit of time off in Goa where we celebrated Diwali, ate some delicious food, and tried our hand at surfing!

6. We launched our new products

After a few months in the development and testing stage, we were able to launch a few new products this year - all at customers’ request. Our blue Mara pyjama bottoms were the first to launch and you’ve been loving them! (Team Y.O.U have been wearing ours all Christmas!). Next we released our new range of vest top colours giving you different options to our classic black or white. 

We also launched our highly requested men’s briefs style with lighter coverage and a higher cut on the leg. 

7. We started working with Maggie's

After a hugely successful four year partnership with London-based Future Dreams, we decided it was time to build a new partnership closer to home. Now, whenever you buy from our range of light pink underwear, we donate £1 to Maggie’s cancer charity. With centres all over the country, Maggie’s provides specialist support services for people dealing with cancer to help manage all aspects of life and diagnosis. The Maggie’s centre at the Oxford Churchill hospital was an incredible help while my mum dealt with her breast cancer so this switch feels particularly close to my heart.

8. We won some awards

We got 2025 off to a great start with the Great British Businesswoman awards back in January - where I was over the moon to win in the Consumer Goods category. In September, we were also honoured to win the Socially Responsible Business of the Year award from Enterprise Oxford. Both of these awards mean so much to us and we are so grateful to our community for helping us get here. 

We were also nominated in the Environmental Social Enterprise of the Year and Consumer Goods Social Enterprise categories at the Social Enterprise UK awards. The amazing competition for this one was especially tough and we were so happy to see our friends at Tap Social take home an award.

9. We did a photoshoot

With all our new products on the way, we knew we needed to organise a photoshoot to capture them on our models. We wanted to create a relaxed and cosy feel and were so lucky to be able to shoot at the beautiful Bethnal&Bec in one of their stunning retreats. With so many pieces to get through, we knew we needed to move fast so it was a busy day with all hands on deck. But Sassy worked her usual magic with her photography skills and we were bowled over with how the photos came out! A huge thanks to our models and to Vick for hosting us.

10. Recycling, our shop, and the Buy Women Built community

With so many more things going on in 2025, we’ll just pull out a few more highlights! This year we had to reduce our underwear recycling scheme as the scale was becoming overwhelming, however, we’ve found some ingenious solutions and look forward to seeing where we can go with this in 2026. 

We celebrated four years in our Oxford Covered Market shop - a little community that feels like home and where we are so grateful to connect with our customers in person and stock some of our favourite brands like Black & Beech or Bare Kind.

We also felt the support of our different communities this year, including the Buy Women Built community who we collaborated with during Breast Cancer Awareness Month to collectively raise money for breast cancer charities. 

Thank you!

It's been a fantastic year for us here at Y.O.U Underwear and none of it would have been possible without you - our amazing customers! So thank you so much for all the support, feedback, and love you give us - it truly means so much.

We can't wait to see more of you in the new year and share what 2026 has in store.

 

Look back at some of our 2025 highlights here:

The story behind our improved B Corp score

Come behind the scenes at Camp VC

Find out some of the difficulties of recycling old underwear