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Y.O.U means Your Own Underwear, because everyone deserves exactly that.

Pants to poverty!

In 2016 I travelled to East Africa to do some community volunteer work as part of the Uganda Marathon.

I was shocked at the number of women and children I met who didn't have access to something we take for granted every day – underwear.

Globally 1 in 10 girls miss up to 3 months of school every year due to not having underwear during their periods. This creates a barrier to furthering their education and restricts their future employment opportunities.

Underwear isn’t just the foundation to your outfit, it’s the foundation to a more positive future.

I wanted to do something to help, and the spark of an idea was born...

Ethical underwear for every body

Most of us don't think twice about picking up a basic underwear multipack at the supermarket when we need them. But what if this simple purchase, this staple item we wear every single day, could change lives?

For every pair of Y.O.U underwear sold, a pair of underwear is donated. Through our Buy One Give One model and partnership with Smalls For All, we've donated over 50,000 pairs and empowered over 17,000 women & girls so far, thanks to every purchase our customers make.

Y.O.U underwear is Fairtrade, PETA-approved vegan and made from 100% GOTS Certified Organic Cotton, so it's super-soft and as kind to your skin as it is to the planet.

We're a Living Wage employer and work with one of India’s leading ethical manufacturers.

Classically styled across a wide range of neutral tones and vibrant prints, from size 6-22, our entire underwear 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!

And every pair of our ethical underwear contains a little affirmation inside, as a reminder that you make a difference.

Discover soft, stylish, organic cotton underwear

We're the highest-scoring fashion B Corp in the world

In 2021, we certified as a B Corp, to demonstrate our commitment to people and planet. Certified B Corporations are companies verified to meet the highest standards of social and environmental performance, transparency, and accountability. To be certified as a B Corp, you need to achieve a score of 80. Our score is 160.5! Read our impact reports here.

Causes we support

Every pair of underwear we sell donates a pair to Smalls For All, our Pink Collection supports Future Dreams breast cancer charity and we partner with other charities too.

Find out more about how we give back


We're working hard to reduce our environmental impact, and ensure the highest sustainability standards across our supply chain.

Find out more


We have a circular fashion recycling scheme in place, so you can recycle clean underwear, socks and tights (from any brand) with us.

Recycle your underwear

Y.O.U Oxford

Our shop

In 2021 we opened our flagship store in the iconic Oxford Covered Market. Visit us to shop our full collection of underwear and a range of ethically-made gifts too!

Visit the shop

What our customers say

"Utterly fabulous!"

"I now have 3 of these wonderfully comfortable, environmentally kinder bra's. I tried one out for a while to get used to the feel of it and decided to keep replacing them when my old underwire nasty synthetic ones needed renewing. I can't believe how supportive and flexible these cotton ones are, no going back for me, utterly fabulous! Thank you"

H. Mattey, Oxford

What our customers say

"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. Great gift idea for yourself and for a significant other, seriously, life-changing" ⭐️⭐️⭐️⭐️⭐️

Gian, Oxford

What our customers say

5 *****

"Y.O.U. Underwear is a fantastic company that combines the rare qualities of great products and exceptional customer service with sustainable manufacturing and social impact. Knowing I am doing good with every purchase and supporting some great causes makes me very happy!"

Caroline, Shropshire

What our customers say

"So soft to the skin"

"I absolutely love my YOU bra, its so comfortable and soft to the skin, Exactly what I wanted. I also love that the garments are ethically made/ fairtrade made and that they give two pairs of pants to 'smalls for all' for every one purchase made. Brilliant!"

Laura, UK

What our customers say

"Well cut and incredibly comfortable"

"I ordered three pairs of boy shorts on Sunday morning after reading about them in the Guardian. They arrived first thing Tuesday (amazing service) and are gorgeous! The cotton is beautifully soft and they are well cut and incredibly comfortable. I cannot bear undies that move about or dig in- these are perfect and the waist band fits beautifully without any pinch or scratching. The ethical nature of the brand is also a huge plus for me. I will definitely be buying more."

Dawn, UK