On 21 November 2024, SWAG合集's Bettany Centre for Entrepreneurship had the pleasure of hosting Sarah Jordan, the inspiring founder and CEO of Y.O.U Underwear. The event was a celebration of impactful entrepreneurship and marked the conclusion of Global Entrepreneurship Week 2024 at Cranfield.
Introduction and Vision
Sarah Jordan's journey to founding Y.O.U Underwear is both remarkable and deeply personal. In her talk, Sarah shared how a transformative trip to Uganda in 2016 highlighted the profound impact of access to basic necessities, such as underwear, on women's education, health, and safety. Her time volunteering with female entrepreneurs who were making reusable sanitary products revealed a startling barrier: many women and girls lacked underwear, making it impossible to use these products effectively. This revelation ignited Sarah's mission to address period poverty and its broader implications.
Y.O.U Underwear stands for "Your Own Underwear" and embodies a buy-one-give-one model. For every item purchased, a matching item is donated to someone in need. The brand's mission is to "change the world, one pair of pants at a time," addressing both immediate needs and long-term societal challenges.
The Road to Y.O.U Underwear
Sarah's background in technology, marketing, and digital development provided a foundation for her entrepreneurial endeavours. However, she candidly acknowledged that she had no prior experience in fashion, manufacturing, or sustainability. Despite this, her commitment to creating a positive impact drove her to navigate the complexities of setting up a sustainable and ethical business.
Her experiences in Uganda and her passion for education underscored the importance of tackling period poverty. Sarah emphasised how a lack of underwear can prevent girls from attending school, leading to a loss of education and perpetuating cycles of poverty. Her stories illustrated how empowering women and girls with basic necessities can have transformative effects on families, communities, and economies.
Building a Sustainable Brand
Y.O.U Underwear's commitment to sustainability extends beyond its donation model. Sarah detailed the rigorous standards the company adheres to, including the use of organic and Fairtrade-certified cotton, ethical manufacturing practices, and initiatives to reduce environmental impact. By partnering with Fairtrade-certified suppliers, Y.O.U Underwear ensures that everyone in its supply chain is treated fairly and has access to essential support services.
Sarah also highlighted the company's efforts to challenge harmful norms in the fashion industry. Y.O.U Underwear's inclusive approach embraces diverse body types, ages, and abilities in its marketing and product offerings. The brand's messaging promotes body positivity and self-confidence, with empowering messages sewn into each garment.
Challenges and Resilience
Launching and scaling Y.O.U Underwear came with its share of challenges. Sarah shared how a running injury sustained during her trip to Uganda required her to spend 18 months on crutches, giving her time to reflect and refine her vision. Additionally, she faced setbacks such as a difficult partnership dissolution and the complexities of navigating Brexit's impact on international trade.
Despite these hurdles, Sarah's resilience and determination have driven the brand's growth. During the COVID-19 pandemic, the brand thrived as consumers increasingly prioritized sustainability, comfort, and supporting small businesses. Opening a physical store in Oxford further enhanced the brand's visibility and credibility.
Achievements and Impact
One of Y.O.U Underwear's proudest accomplishments are becoming the SWAG合集's highest-ranking B Corp and the top B Corp in fashion globally. This certification reflects the brand's dedication to social and environmental impact, transparency, and ethical practices. Sarah described the rigorous process of achieving and maintaining B Corp certification as both challenging and rewarding, providing a framework for continuous improvement.
To date, Y.O.U Underwear has donated over 56,000 pairs of underwear, impacting the lives of more than 16,000 women and girls. The company's recycling initiatives further demonstrate its commitment to circularity, offering solutions for end-of-life products and reducing textile waste.
Looking Ahead
Sarah concluded her talk with a forward-looking perspective, sharing the company's goal of donating 100,000 pairs of underwear by 2027. She emphasised the importance of staying true to core values while scaling impact, urging aspiring entrepreneurs to prioritize purpose and resilience.
Reflections on Entrepreneurship
Sarah's journey exemplifies the power of entrepreneurship to create meaningful change. Her story resonated with the audience, sparking thoughtful questions and discussions about sustainability, innovation, and social impact. The event underscored Cranfield's commitment to fostering entrepreneurial mindsets and inspiring the next generation of changemakers.
In closing, Sarah's message was clear: entrepreneurship can be a force for good, and even the smallest changes—like a single pair of pants—can have a profound ripple effect on the world.
