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
Causes We SupportMore About Our Partners
We support various charities including Smalls For All and Future Dreams, by donations from our underwear ranges.
SustainabilityOur Sustainable Policies
We use India's leading sustainable manufacturers so we know our undies are made exploitation-free.
Press & AwardsSee Our 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!
Customer ReviewsRead Positive Pants Reviews
We love our undies, but don't take our word for it - check out these reviews from our amazing customers.
Impact ReportsRead Our 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.
RecyclingHow to Recycle
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.
Ethical MarketingShop All Underwear
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.
Our ShopWhere to Find Us
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.
Founder & CEO
When she's not working, Sarah enjoys swimming, running, coffee, travelling & being by the sea. And ice cream!
Social Media Lead
In her free time, Joanna likes to explore the great outdoors, drink numerous cups of herbal tea and eat cake!