Ethical underwear brand Y.o.u opens second store in North Laine

Brighton's North Laine is welcoming a new arrival that combines comfort, sustainability, and social impact. Y.o.u Underwear is opening its second store on Gardner Street, taking over the space previously occupied by Little Jasmine.

A mission-driven brand

The award-winning ethical underwear brand was founded by Sarah Jordan in 2018, following a life-changing volunteer trip to Uganda in 2016. During her time there, Jordan discovered that lack of access to underwear and sanitary products was a significant barrier preventing girls from attending school. This realisation sparked the creation of Y.o.u (Your Own Underwear), a brand dedicated to making a tangible difference.

Expanding with purpose

Y.o.u Underwear first opened its flagship store in Oxford five years ago. The move into Brighton marks an exciting expansion for the growing brand, bringing their mission and products closer to Brighton's community-minded shoppers. The company operates on a buy-one give-one model, meaning for every pair of underwear sold, a pair is donated to those in need. Through this approach and their partnership with Smalls For All, the brand has donated over 60,000 pairs to date.

Sustainable and inclusive design

What sets Y.o.u Underwear apart is its commitment to ethical production and inclusivity. All underwear is made from 100 per cent GOTS certified organic cotton, is Fairtrade certified, and PETA-approved vegan. The collection celebrates diversity, with sizes ranging from 6-22 and a carefully curated selection of neutral tones and vibrant prints.

In a statement about the new Brighton store, the brand emphasised their wider vision: "Our new store on Gardner Street isn't just about underwear, it's about comfort, confidence, and supporting amazing brands that share our values."

A welcome addition to North Laine

The North Laine has long been a hub for independent, ethical, and sustainable businesses, making it the perfect home for Y.o.u Underwear. The arrival of the brand adds another thoughtfully-curated option for locals and visitors seeking quality products with genuine social impact.

Whether you're looking for everyday essentials or simply wanting to support a brand that's genuinely making a difference in the world, Y.o.u Underwear's new Brighton location offers both style and substance.

Source: Ethical underwear brand to open in North Laine, Brighton