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We're a little company in Scotland with a big mission...
Fast fashion is killing our planet - we're on a mission to save it!
This year Fast Fashion brands will make 26 billion items of clothing that they'll never sell - yup you read that right, 26 BILLION items! Making these clothes will create 2% of the worlds greenhouse gas emissions.
At Unfolded we make clothes without the waste and use the savings to do good in the world. This is our story...
Join Us And Shop Better
We tried to help big brands remove this waste but they won’t change
so we decided we had to take them on instead...
Unfolded was founded by Cally Russell, Jamie Sutherland and Hilde Frydnes. We used to help big brands to try and reduce the waste they created, but they wouldn't change!
10 Years Helping Some Of The Biggest Brands
Before Unfolded, we ran Mallzee, a tech company that used data to help brands decide what to make—and what to avoid. The idea was simple: better data, fewer unwanted clothes.
Makes sense, right?
Realising They Won't Change
Despite our efforts, they wouldn’t change—they kept creating mountains of waste. With their profit margins, it was easier to just pump out waste rather than fix their broken model...
You know what proved they didn’t care?
During COVID, many brands canceled orders for goods already made and refused to pay factories. This left millions of garment workers facing unimaginable hardship.
Helping Garment Workers During Covid
We couldn’t accept this, so we launched Lost Stock: an intiative where people bought a mystery box of the cancelled clothes. Each purchase supported a Bangladeshi garment worker’s family for a week and kept the clothes out of landfill.
With Lost Stock we ended up supporting 113,000 people for a month each during Covid!
Taking On The Fast Fashion Industry
Realising that no matter what we did they wouldn’t change, we founded Unfolded to take on fast fashion and build a way to make clothes thats better for the planet, the people who make them and you...
At Unfolded Our community helps design everything we make and our clothes are made after you order —eliminating waste. The savings go toward higher wages for garment workers and literacy programs for kids living near our factories. And offering you amazing quality for a fair price...
Discover the New Collection
Over 70,000 Women Have Joined Our Mission Already
Together they've helped fund over 10,000 kids to learn to read and write in India, where our factories are, and ensured no new clothes have been sent to landfill.
Meet The Founders of Unfolded
Cally Russell - Shouldn't Be Given Caffeine
Day to day Cally is found running our marketing and coming up with ideas to help us take on Fast Fashion. He works with our buying team to make sure everything we creates has been designed with the help of our amazing community of customers. Ohhh and trying to stop Freddie being a terror...
Jamie Sutherland - Wears Shorts All Year Round
Jamie is in charge of making sure everything 'works' he manages our logistics partners and building the technology that keeps you up to date on your order. He's spent the last 20 years building technology to change industries and ignoring that he's got cold knees...
Hilde Frydnes - Baking Master
Hilde keeps us all right - she's a spreadsheet queen and manages everything you see from Unfolded that can't be touched. So our website, swap platform and customer support. She's also the best baker you'll ever meet...
Freddie - Chief Woof Officer
Freddie is likely the least productive member of Team Unfolded but he's only little. He's in charge of belly rubs and barking at the door. Freddie joins most meetings at Unfolded, either curled up around Callys chair or insisting he sit on his knee to be fully involved.
Unfolded has ten other amazing staff who all have backgrounds at leading Uk fashion brands and technology companies.
We work with leading factories and logistics companies in India to produce and deliver your clothes.
Discover the positive impact that's created when you wear clothes from Unfolded with Cally, one of our founders.
Where You Might Have Seen Us Before
Dragons Den
You might have spied us on Dragons Den - turning down 3 offers from the Dragons. It's actually the second time that Cally has turned down offers on Dragons Den - making him the first person to ever do this, and a question on The Chase as well.
Lorraine or This Morning
Unfolded dresses often appear on Lorraine and This Morning as best options for a range of events.
The Guardian, Grazia, Glamour, The Times, The Scotsman...
Our story about taking on Fast Fashion has been told in some of the biggest newspapers and magazines around.
On one of our 65,000 amazing community members across the UK...
You'll have seen Unfolded items across the country, on one of our 65,000+ members. Our repeat order rate is 2x the industry standard - meaning we must be doing something right!
Discover the New Collection
Hear from some of the Unfolded Community about why they love Unfolded, our clothes and our mission!
Over 50,000 women have fallen in love with Unfolded clothes so far - loving our amazing prices, fantastic clothes and the positive impact their clothes can have in the world!
Shop the New Collection
Just some of the posts from our private Unfolded members group
Private group
8.2k members
Still undecided? Listen to our customer Julia explain why she loves Unfolded
Julia is one of tens of thousands of women who know shopping with Unfolded over traditional brands can change the world... all whilst looking great!
Join Julia + 70,000 Other Women and Shop Unfolded
Still undecided? Listen to our customer Julia explain why she loves Unfolded
Julia is one of tens of thousands of women who know shoping with Unfolded over traditional brands can change the world... all whilst looking great!
Shop The New Collection
Still got Questions? Let us answer them
Where are you based?
We're based in Edinburgh, Scotland, the fashion capital of the world! All of our clothes are made in ethical factories in India, mostly in the East of Delhi and Noida. Our team is remote and we have people across the UK.
If It's made to order can I still return them if I don't like them?
Of course you can - we offer 14 day returns once an item has been delivered. You just have to pay the postage to send it back to our partner in Nottingham. Or you can swap an item for free using our swap platform.
Are you really as good as you say you are? Can you really take on Fast Fashion?
We like to think so... We've spent the best part of a decade working with major brands helping them make clothes without the waste. They wouldn't go as far as they needed to though so we've created the way to make clothes that we know is better for everyone in the process. There are some trade offs - it takes longer - but we know it's worth it. Our repeat order rate is double the industry standard so we must be doing something right! We believe there is no option but to take on Fast Fashion now for the good of the planet...
How can you be cheaper than other brands and be sustainable? That doesn't make sense...
30% of the clothes made are never sold - this year that will be 26 billion items of clothing. Think how much it costs to make all of those clothes? It's tens of billions. We're able to offer better prices because we don't make any of this waste. We design everything with your help and then only make what people actually want.
Why haven't I heard of you before?
Because the world isn't fair and we've only existed since late 2021! In that time we've grown to 70,000 customers though and this year we want to add 100,000 more... imagine nearly 200,000 people working together for a better world?
How long will my clothes take to arrive?
You'll see a shipping date on each product before you order. This is the current estimated shipping date based on the information we have from our amazing factories. It can change but it normally doesn't. You can track your order in your account at any point and you'll also get weekly emails.
I still have more questions - who can I get in touch with?
We LOVE questions - just email us on support@thisisunfolded.com or slide into our DMs on your social platform of choice! The wonderful Amy, Clare or Bara from our support team will be happy to help!
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