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Article: Our Impact in 2020

Our Impact in 2020
Business For Good

Our Impact in 2020

Girl receiving underwear

As the year draws to a close, we thought this would be the perfect time to look back at the impact we've had across 2020! At Y.O.U Underwear, we're ultimately motivated by the positive impact we can have on people and the planet by selling our amazing undies. And this year has been no different! Read on to find out more about the main areas where we've been trying to make a difference👙 

Underwear donations to Smalls for All

The Y.O.U team at Smalls for All

This year, we’ve quite simply blown our donation targets out of the water!

All the way back in January, our goal was to donate 6,000 pairs this year, a figure that would see us well on our way to reaching our ambitious target of 23,000 pairs by 2023.

But due to an incredible year of growth, sales, publicity and product development - and a lot of hard work - throughout 2020 we will have donated a total of 12,153 pairs of underwear to Smalls for All through our buy-one-give-two model (as of 29 December). This is a significant increase on our 2019 figure of 2,214 pairs and really will make a difference, so thank you to everyone who has supported us and helped us hit this number.

We are really proud of this total, even if it is a drop in the ocean compared to Smalls for All’s own distribution figures. It’s been a privilege to be part of an amazing effort that has seen the distribution of all this underwear, changing the lives of hundreds of thousands of women and girls around the world! 

Helping turn Black Friday green

Y.O.U Underwear - turning Black Friday green!

Instead of introducing discounts and promotions to encourage consumption on Black Friday, we decided to do something a little different…by planting a tree for every order we received! Working in partnership with the Eden Reforestation Project, we planted a total of 110 trees over the Green Friday weekend, thanks to the orders placed by our amazing customers 👙

You can check out the Eden Reforestation website for more information on their tree-planting campaigns.

New products, more donations!

Y.O.U masks on a washing line

10% from the sale of every one of our re-usable organic cotton face masks has been donated to Smalls for All.

Teen bralettes on a washing line

We’ve been selling our beautiful new bralettes for girls on the same buy-one-give-two model as our adult underwear. 

KikoRomeo collaboration - Y.O.U boy shorts

Last but not least, our brand new KikoRomeo collection went live on 21st December. Check out our fabulous new range of prints, inspired by Maasai beadwork and created exclusively for Y.O.U Underwear!

Every purchase from this new collection will provide a pair of underwear to girls in the Maasai communities of Oloishobor and Olorgesailie, as well as supporting the work of the Ajuma Foundation in Kenya.


Our Founder and CEO, Sarah Jordan, is also a trustee of the BEAM Foundation, a charity and crowdfunding platform that supports homeless people by getting them into employment and training. During the first lockdown, the BEAM team extended their work to provide emergency resources to people who were homeless and vulnerable due to the coronavirus pandemic. At Y.O.U underwear, we also worked with local homeless charities in Oxford to help them provide underwear and other essential supplies to people in need.

Our 2020 Impact Report

Y.O.U Underwear 2020 Impact Report

We’re still gathering all the figures, but we will soon be publishing a full impact report for 2020 that will go into detail around not only donations figures, but the environmental impact of our underwear and business too. Watch this space! 


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