Y.O.U means Your Own Underwear, as we believe everyone deserves exactly that.

Sarah Jordan, CEO & Founder of Y.O.U Underwear is on a mission to change the world, one pair of pants at a time!

Why? Well it all started when she travelled to East Africa in 2016 to do some community volunteer work as part of the Uganda Marathon. She was shocked at the number of women and children she met who didn't have access to something we take for granted every day – underwear.

Sarah felt passionately that underwear should be universally available to people in all communities. To take steps towards making this a reality, she created a business that sells underwear on a buy-one-give-two model. For every pair of Y.O.U underwear sold, TWO pairs of underwear are donated to our charity partner Smalls For All.

Every purchase makes a difference and since 2022, we've donated over 32,700 pairs!

Y.O.U underwear is Fairtrade, PETA-approved vegan and made from 100% GOTS Certified Organic Cotton, and we work with one of India’s leading ethical and sustainable manufacturers.

Purpose, people and planet really do mean more to us than profit. We're the highest scoring B Corp in the UK, and the top fashion brand in the world!

Discover soft, stylish, organic cotton underwear

Shop Women (sizes 6- 22) Shop Men  (sizes S-3XL) Shop Girls (ages 7+)
  • Smalls for All

    Causes We Support

    We support various charities including Smalls For All and Future Dreams, by donations from our underwear ranges.

    More About Our Partners
  • Our factories in Chennai and Tiruppur  are run by Connoisseur Fashions, one of India’s leading sustainable suppliers


    We use India's leading sustainable manufacturers so we know our undies are made exploitation-free.

    Our Sustainable Policies
  • Sarah Jordan, CEO & Founder with a Women in Business Award for Role Model of the Year, 2019

    Press & Awards

    We're always thrilled to be nominated for an award, and it's even more exciting when we're a finalist or winner!

    See Our Press & Awards
  • Three models wear matching Mara bralette and boy shorts

    Customer Reviews

    We love our undies, but don't take our word for it - check out these reviews from our amazing customers.

    Read Positive Pants Reviews
  • Impact Reports

    As a small (but growing!) business, we want to be transparent and honest with our customers about the social and environmental impact we make.

    Read Our Reports
  • Recycling

    We have a circular fashion scheme in partnership with TerraCycle in our Y.O.U Oxford Shop, which allows customers to drop off their underwear, socks and tights for recycling. 

    How to Recycle
  • Model wears yellow Mara bralette and boy shorts

    Ethical Marketing

    We are an inclusive brand and we promise to never edit or airbrush our images. Our women's range is available in sizes 6 - 22 and our men's range in sizes S - 3XL.

    Shop All Underwear
  • Y.O.U Oxford Shop Team, Sarah and Ellie

    Our Shop

    Want to shop our undies and check the sizing in real life? We also sell sustainable gifts too! Please visit us at our flagship shop in Oxford's historic Covered Market.

    Where to Find Us
  • Sarah

    Founder & CEO
    When she's not working, Sarah enjoys swimming, running, coffee, travelling & being by the sea. And ice cream!

  • Joanna

    Social Media Lead
    In her free time, Joanna likes to explore the great outdoors, drink numerous cups of herbal tea and eat cake!