We Opened a Shop in Oxford! It's Filled with Positive Pants and Sustainable Gifts.

Y.O.U blog

On a black background, the text reads 'This Black Friday, we're (having a sale) (struckthrough) supporting fashion revolution

We're Ditching the Black Friday Sale

We're ditching the sales this Black Friday and Cyber Monday (26th – 29th November 2021) and instead of offering a discount, we'll be donating 10% ...
Sarah holding a giant red key outside of the new shop

We've opened a shop!

We are thrilled to announce that we have our very own Y.O.U Underwear shop in Oxford's Covered Market, open now until the 28th of February 2022. ...
a navy blue bralette with the text 'are bralettes healthier than bras?' above

Bras vs Bralettes: Which is Healthier?

Most people with breasts can relate to struggling with tight underwires, restrictive cups and digging straps due to wearing bras. However, feeli...
11 white, cream and ivory coloured spools of cotton and wool are jumbled together on a white table

How to recycle your clothes

  To most of us, recycling is an everyday activity that requires little thought - but have you ever thought about recycling your old clothes? Ever...
Neutral toned clothes hang on a rail, with a plant on the left

How to Start a Sustainable and Ethical Capsule Wardrobe

  New to ethical fashion? Starting a sustainable capsule wardrobe is a great way to begin your journey towards a sustainable closet! We’ve put tog...
A pair of hands work at a sewing machine

Why is Sustainable Fashion more expensive?

Sustainable Fashion refers to clothing or accessories that have been manufactured in the most sustainable way possible. This includes prioritising ...
5 women sit with their backs facing the camera all wearing different coloured Mara collection underwear

Expanding Our Mara Collection

We've so excited to be expanding our KikoRomeo Collaboration, the Mara Collection. The 3 new colour ways put a bright, summer twist on our ran...
The History of the Cotton Industry - from Conventional to Organic Cotton

The History of the Cotton Industry - from Conventional to Organic Cotton

The term ‘cotton’ refers to the white, fluffy natural fiber grown from a cotton plant. For thousands of years, this fiber has been spun into yarn w...
A woman lies on her side on a bed wearing Y.O.U Underwear organic cotton black branded boy shorts and bralette

Sustainable Fashion Glossary

    Living a sustainable lifestyle can be hard enough, but the array of buzzwords used in marketing can leave us vulnerable to greenwashing and be...
A light blue background with the text 'Goodbye Insecurity Based Marketing'

Why We're Anti-Airbrushing and Pro-Ethical Marketing

According to a 2020 study conducted by the Women and Equalities Committee, 61% of all adults feel negatively towards their bodies. Whilst the circ...
How The Fashion Industry Contributes to Water Pollution

How The Fashion Industry Contributes to Water Pollution

Water is a necessity - we rely on it to drink, wash and even for the underwear we wear! In the UK, we are guilty for taking a clean supply of wate...
How to Make Your Laundry More Sustainable, with Oxwash

How to Make Your Laundry More Sustainable, with Oxwash

  Do you ever think about how much water goes into washing your clothes? You’re not alone! 48% of people rarely or never think about the water the...