Y.O.U under wear

Sustainable Underwear, Fashion & Lifestyle

Gifts, Health and Fitness, Retail Fashion Therapy

The UK’s top BCorp encouraging sustainable and Fairtrade living with ethical and locally-sourced ranges including organic cotton underwear, eco gifts and lifestyle products.

Y.O.U under wear

Opening Hours

MON - WED10:30AM - 5:30PMTHURS - FRI10:30AM - 7:00PMSAT10:00AM - 7:00PMSUN11:00AM - 4:00PM

About us

Y.O.U underwear makes soft, stylish, organic cotton underwear for men, women and girls that lets you look good, feel good and do good. We’re an award-winning sustainable fashion brand with a difference. Our mission is to improve access to education for women and girls by donating underwear. We have a buy-one-give-two promise in partnership with Smalls for All, a Scottish charity that collects and distributes underwear to vulnerable women and children in Africa and the UK. All our 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. We’ve also embraced ethical marketing, and actively promote body positivity through our brand imagery and marketing strategies. We’re the UK’s Top B Corp, and are the top fashion B Corp globally, proving our commitment to people and the planet. Our Oxford shop has enabled us to share more sustainable products from other small businesses and local makers and we now have a wide range of products that share our values through sustainability, giving back and shopping small.

“It’s such a lovely shop, it feels special.” Claire, Oxford

“I absolutely LOVE my Y.O.U pants. They are so comfy and soft you don’t even notice you’re wearing any …” – Kate, Liverpool.


Meet the trader

Hi, I’m Sarah Jordan, the CEO and Founder of Y.O.U Underwear. I was born and raised in Oxford and spent many weekends in the Covered Market when I was at school! I’m thrilled to be able to share my sustainable mission with the people of Oxford, as well as supporting my fellow local and small businesses.

I love running my own business and seeing the direct impact that Y.O.U Underwear is having on people and our planet! Having our shop in Oxford has been amazing, as we’ve been able to support other local businesses and meet our amazing customers face to face.

Find us in the market


When will your bralette be available in more sizes?

Our bralette is available in sizes XS to L, but we also have a new style of bra designed to provide more support for larger cup sizes. It comes in 6 sizes (3 band sizes with 2 cup sizes available in each) and is available in all 7 of our plan colours and our 5 vibrant Mara prints.

We are always keen to get feedback on our products and to hear what new styles, sizes or colours you are interested in, so please do pop into the shop or email us at hello@youunderwear.

What dyes do you use in your underwear?

All of our underwear is dyed with low-impact, fibre-reactive dyes that are safe and GOTS certified. They contain no heavy metals or other known toxic substances and meet all EU criteria for eco-friendly garments.

How do I know what size I am?

We have an easy to use size guide for all our underwear, which you can find here. We hope that makes it simple! If you’re in between sizes, we recommend sizing up for comfort. If you need any specific sizing advice, use the chat function to send us a message and we’ll get back to you as soon as we can.

Can I get a refund, or exchange my underwear?

We want you to love your new super soft Y.O.U undies and hope that they fit perfectly. However we understand that isn’t always the case, so we offer a happiness guaranteed return policy.

If you are unhappy for any reason, we offer a fuss-free exchange or refund on all items within 30 days of purchase. Simply return them to us at the address below, along with your name and order number: Y.O.U underwear, 11 Bodley Place, Oxford, OX2 7TF, or at our shop in the Oxford Covered Market.

If you’d like to organise an exchange, let us know your details and what size is best at help@youunderwear.com.

Unfortunately, as a small business we can’t cover the cost of returning the items to us. However we do pay for your replacement undies to go out.

Can I use Y.O.U underwear as swimwear?

Our organic cotton undies can be worn in the sea, lakes, rivers and any other natural bodies of water. We recommend avoiding chlorinated pools or exposure to chemicals as this may damage the dye and fabric. Make sure to wash well after every use! Our team has used them when swimming outdoors and they are super comfy, retain their shape and don’t come off when jumping in! If you’re worried about them being see- through, our bralettes are double-lined ensuring ample coverage.

What shall I do with my old Y.O.U Underwear?

We’re glad you asked! We recently introduced a recycling programme, using TerraCycle. You can send us your old underwear, socks and tights (any brand!) and we’ll make sure they get recycled. Drop them into our recycling box at the Covered Market!

Will my underwear stretch?

Yes – it will mould perfectly to your body during the day! But don’t worry, it won’t lose its shape over time – it will always spring back.

Will my underwear shrink?

No, it shouldn’t. All our underwear is made from pre-shrunk fabric, meaning it won’t shrink in the wash, even at higher temperatures. We’ve even had reports of zero shrinkage at (accidental) washing temperatures of 90 degrees!

How should I wash my underwear?

  • We recommend washing all clothes in a cool wash (30 degrees), but if you’re worried about hygiene, it’s best to wash underwear at 60 degrees to kill germs (along with household linen and towels).
  • Turn your undies inside-out when washing.
  • Wash your bralette less often – once a week is enough!
  • Hand dry for a smooth, crinkle-free finish (in case you’re the sort to iron your undies!)
  • Add half a cup of white vinegar to your laundry loads to remove pesky stains, add brightness to whites and neutralise odours.

Read more tips on keeping your underwear in tip-top shape here.

Where can I buy Y.O.U Underwear?

You can visit our shop in Oxford’s Covered Market! Or you can shop on our online shop, youunderwear.com. We’re also stocked in Living Fibres in New Zealand, and Indigo in Oxford.