Y.O.U Underwear

Y.O.U Underwear Y.O.U - Your Own Underwear. Ethically made cotton underwear that’s comfy, stylish and sustainable. For every pair you buy, we donate two to Smalls for All.

Y.O.U underwear was inspired by a trip to Uganda in 2016 when we discovered the huge number of women and children who don't have access to underwear and are therefore excluded from their school or community, particularly during their period. Our aim is to tackle this problem by creating an ethically made, organic cotton underwear brand that gives back. We believe you can have it all - beautiful un

derwear that makes you feel amazing, is manufactured fairly and helps support vulnerable communities around the world. Help us to change the world one pair of pants at a time!

Not all cotton underwear is created equally. We give you...✔️ Super soft and stretchy cotton - feels good on your skin✔️...
19/06/2026

Not all cotton underwear is created equally.
We give you...
✔️ Super soft and stretchy cotton - feels good on your skin
✔️ No thick elastic waistbands - no digging in
✔️ 9 plain colours + 5 prints
✔️ Sizes 6-22 ..and of course we donate a pair for every one sold.

18/06/2026

POV you finally find the perfect comfy, organic cotton cami & shorts so you wear them everywhere🫰

Discover our range in store and online 🔗

Cocoa. Chestnut. Almond. Soft organic cotton bras and bralettes designed to move with you, support you, and feel like no...
18/06/2026

Cocoa. Chestnut. Almond.
Soft organic cotton bras and bralettes designed to move with you, support you, and feel like nothing at all.
Which one are you? 🍫🌰🥯

It’s starting to feel very real now 👀Behind the scenes, we’re deep in Brighton store prep for Y.O.U Underwear - buildin...
17/06/2026

It’s starting to feel very real now 👀

Behind the scenes, we’re deep in Brighton store prep for Y.O.U Underwear - building, painting, cleaning, planning layouts, sorting stock… and doing about 100 other jobs at once.
But the part we’re most excited about? Introducing Team Y.O.U Brighton.

Meet Denise, our Store Manager. Having lived in Brighton for over 20 years, she really understands the rhythm of seaside life. She’s been brilliant at helping us shape the store, and her background supporting local makers and artists means she’s deeply connected to Brighton’s creative community.

Sophie will also be joining us - our Retail Assistant. Sophie is heading into her second year of Fashion Communication and Business studies, and when she’s not in store, she’s also a singer, even having her music played on BBC Radio.

If you interested in join the team - email us [email protected]

16/06/2026

“I’ve been hunting for decent cotton knickers for years...”

This is something we hear from new customers a lot. Once they discover our signature soft organic cotton and comfortable fits that don’t ride up, pinch or dig in, they wonder why they waited so long 🙌

Link in bio for our knicker guide to find your perfect shape 🔗

Feeling pretty happy about this one 🤎For every matching set sold at Y.O.U Underwear, we donate two pairs of underwear to...
16/06/2026

Feeling pretty happy about this one 🤎
For every matching set sold at Y.O.U Underwear, we donate two pairs of underwear to Smalls for All, helping provide essential underwear to people who need it most.

Comfort that goes beyond the product itself.
Thank you for being part of it.

Taking the plunge 💛Marneta in our yellow Mara bralette and boyshorts.
14/06/2026

Taking the plunge 💛

Marneta in our yellow Mara bralette and boyshorts.




This Father’s Day give the gift he’ll actually wear on repeat - soft, breathable organic cotton boxers designed for all-...
13/06/2026

This Father’s Day give the gift he’ll actually wear on repeat - soft, breathable organic cotton boxers designed for all-day comfort.

No fuss. No digging. One pair donated to for every one sold.

Because great dads deserve great pants 🩲

Green flag = matching Y.O.U underwear 💚Lovely customers in our Oxford store.We love seeing your photos!
12/06/2026

Green flag = matching Y.O.U underwear 💚

Lovely customers in our Oxford store.
We love seeing your photos!

12/06/2026

New store prep mode: ON 🎨✨

We’ve been in the new Brighton shop getting everything ready for opening day and it’s starting to feel very real.

But we need your help, should we keep the walls clean white… or bring in some Y.O.U colour? 💙

Let us know in the comments ⬇️

More updates (and opening date news) coming very soon 👀

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