Our story

But instead of getting my knickers in a twist about it, I started making them.

Because I believe that it should be just as easy for women and children in poor communities to have access to underwear as it is for us. And I decided that if I could create a business that sold underwear using a buy-one-give-one model then it would be a huge step towards making that a reality.

And so Y.O.U Underwear was born.

A business with a purpose beyond profit – to help you make a difference in the world with nothing but Your Own Underwear.

All Y.O.U underwear is...

Good for you

Y.O.U make a difference messaging

Super-soft organic cotton isn’t the only thing about our underwear that makes you feel good - inside every pair is a positive message designed to inspire and bring confidence to the wearer. I'm also committed to using real men and women of all shapes and sizes as our models, encouraging everyone who buys Y.O.U underwear to be healthy and happy in their own skin. 

Good for others

Girl with a pair of knickers

Buy-one-give-one means that every time you buy Y.O.U undies, someone in need gets a pair too. We provide a pair of undies for every one we sell to Smalls for All, our charity partner who collect and distribute underwear to women and children across Africa. And their local knowledge and experience makes sure that our contributions are helping not hurting in the long run.

Good for the planet

Part of the Y.O.U mission is to reduce the harmful impact of the clothing industry on people and the environment. So all of our underwear is stitched together by India’s number one ethical and sustainable manufacturer using 100%-organic Fairtrade cotton. It's not only much less polluting for the planet than conventional cotton, it’s also less damaging to those that grow and work with it.

Certifiably Good

We don’t just tell you that our products are good, we work with others to demonstrate that too.  We believe it’s important to show you we’re serious about what we’re doing, so we aim to certify our products wherever we can to provide you with the reassurance you need. All Y.O.U underwear is made with 100% Fairtrade and GOTS certified organic cotton, and is also PETA Approved Vegan. So you can rest assured that the undies you buy from us are certifiably good, ethical, and cruelty free.