Unfolded is based in Edinburgh, Scotland and was founded by Cally Russell, Jamie Sutherland and Hilde Frydnes in 2021. Before Unfolded we ran an insights business called Mallzee that helped some of the biggest retailers in the UK to reduce their waste.

A better Way

When these brands wouldn't change we decided enough was enough - so we created an entirely new way to shop instead, that way is Unfolded! Every item is designed together with our community and then made after your order.

A better world

The savings we make are used to offer you better prices and create a better world through education and higher garment worker wages.

We work with amazing factories based in India, primarily in Delhi. All factories are regularly audited to ensure safe and positive working conditions. We make additional payments to garment workers through the Unfolded Workers Fund. This is made up of the savings from removing the waste from the process.

Every order with Unfolded helps to support a child in India to learn to read and write. This work is delivered by the amazing charity Pratham. They’ve helped Indian children for over 30 years through running educational centres and through additional support through schools.

Unfolded is the final step in a near decade long journey to fix the fashion industry. One that's already seen us help hundreds of thousands of people...

Mallzee Insights

With Mallzee we generated nearly a billion customer opinions on fashion products and used this data to predict how products would sell before they were made! You've probably worn a product that we helped design...

Lost Stock

When COVID hit we created Lost Stock. We sold the clothes cancelled by big retailers and used the money generated to support garment workers. 113,000 people were supported for over a month by 120,000 shoppers in 10 different countries.

This is Unfolded

We founded This is Unfolded in 2021 to fix the fashion industry ourselves - it wasn't enough to just try and help big brands and retailers anymore. The damage is so huge we had to instead build an entirely new model and approach.

Unfolded - 50,000+ Women

By 2024 over 50,000 women had joined us in our mission to fix the fashion industry and chosen to make a better world with Unfolded!

1. The Waste

30% of new clothes are never sold - this year that will be 26 billion items of clothing! Yup, 26 billion items of clothing that are made and then never sold... every year. This happens cause brands don't actually know what you want and they don't care about the damage they call.

2 The Emissions

The fashion industry is the second biggest polluting industry on the planet, accounting for nearly 8% of all greenhouse gas emissions! Making clothes that are never sold creates 1.5% of the worlds emissions... how crazy is that?

3. How workers are treated

Due to the mountains of waste and over production in the fashion industry the wages for garment workers around the world are very low, with many workers often operating in truly horrible conditions.