Y.O.U Underwear proves it is possible to have comfortable & ethical underwear. The brand started after the founder Sarah was shocked at the extent of poverty in Africa during a visit in 2016. Even today it is estimated that 40% of the population live below the poverty line (Njenga, 2002). When times are tough, essentials are out of reach and that includes bras and pants – the ‘basics’.
From the beginning, Y.O.U Underwear’s ethos was to make comfortable underwear and have a social impact.
YOU Underwear’s founder Sarah has never forgotten that trip to East Africa. She says “I believe that underwear should be universally available to people in all communities.” Following that ethos, she decided to use a ‘buy one, give one’ model. Her core values of ethical production, transparency and empowerment have meant that the company scores highly on the B Corp ratings. In 2021, they were the highest-scoring B Corp in the UK (& highest fashion brand globally). They have since re-certified with an even higher result of 168.8.
There is a connection between everyday shopping choices and doing social good. Acutely aware that the fashion industry involves modern slavery, Sarah has focussed on the production of the underwear, ensuring that no child labour or unfair labour practices take place in the factories she uses. They operate under SA8000 certified social standards. The underwear is made from organic GOTS certified cotton and printed with low-impact, fibre-reactive dyes that are safe.
How the buy one, give one model works: when consumers buy a product from the store, Y.O.U Underwear is able to donate a product to someone in need. They do this through a charity based in Scotland called Smalls For All who distribute the underwear to people in need here in the UK and abroad. Smalls For All publishes a list online of the places they have donated underwear to.
To date Y.O.U Underwear has donated over 60,000 pairs of underwear. That’s incredible for one small shop based in Oxford’s Covered Market. It is an indication of Sarah’s mission – to make comfortable & ethical underwear.
Consider the impact of those donations. Not having underwear to wear is embarrassing. It leads to a loss of dignity, confidence and education. “I wish I was a boy,” says Mary “I’d have never missed a class or school.” She is just one of the many girls in Kenya who miss school due to period poverty (Al Jazeera). While it is difficult to measure, one study in Uganda found that between 15% and 23% of girls missed school due to menstruation (Hennegan, et al). Smalls For All say ‘boys and men need pants too of course’ and requests come in from a variety of organisations asking for donations.
Y.O.U Underwear’s impact goes far further than ‘just donating some underwear’. Those who receive the donations are empowered and encouraged. And they benefit from more education.
By buying underwear from an ethical brand that works for good, you too can help those who are in need, while enjoying comfortable & ethical underwear. You can do this by visiting the shop in Oxford’s Covered Market – it is open seven days a week – or ordering online at www.youunderwear.com