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This is Unfolded

This is Unfolded logo

Our Story and Mission

The story about taking on the £100 billion fast fashion industry to make a better world

30% of new clothes are never sold - That's 26 billion items of clothing this year

Unfolded is a mission to make clothes without this waste and use the savings to do good in the world!

Who are We

Who are We

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.

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Unfolded Ethos

Better For You - Lower prices and amazing quality.

Better For The Planet - No waste. Sustainable or recycled fabrics and carbon offset delivery.

Better For Garment Workers - Higher wages and kids in India funded to learn to read and write.

"Enough is enough - we need to make a better way!"

"This year big brands and retailers will make 26 billion items of clothing and never sell them! Making these clothes will create 1.5% of the worlds carbon emissions but it's something we just don't talk about.

I used to help some of the biggest brands in the world try to reduce the mountains of waste they created. But when they cancelled their orders and refused to help garment workers during Covid I realised they just didn't care about their workers or the planet. That's why I decided to create Unfolded.

Unfolded to me isn't just about the clothes, it's about building a better way to shop for the planet and the people who make our clothes! It's not enough to just ask big brands to be better - it's time we built better brands!'

Cally, Unfolded Co-Founder and CEO

Our Factories

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Our Factories

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.

Our Impact Partner

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Our Impact Partner

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.

Discover More About Pratham

Unfolded Verifed Reviews

Our Journey

Our Journey

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!

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Featured in: Glamour, Who What Wear, Lorraine, The Herald, Grazia, The Times, BBC Dragons' Den Featured in: Glamour, Who What Wear, Lorraine, The Herald, Grazia, The Times, BBC Dragons' Den Featured in: Glamour, Who What Wear, Lorraine, The Herald, Grazia, The Times, BBC Dragons' Den

Why Fast Fashion Is So Bad

Why Fast Fashion Is So Bad

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.

Questions about Unfolded

How long does it take to make my clothes?

When you order you'll see the time it takes to make each item on the product page when you select your size. We aim to deliver most items within 6-8 weeks but this is dependent on some factors that are out of our control - such as customs our of India and into the UK.

Who owns Unfolded?

Unfolded is majority owned by the founders and staff of the business. We have raised 2 rounds of investment from mission aligned investors and turned down three offers of investment on Dragons Den.

Can I return my clothes if I don't like them?

Of course but we don't offer free returns, it's just not possible as a small company. You can though swap an item for free through our swap platform. Returns must happen within 14 days of delivery.

How can you be cheaper and sustainable?

Our prices are cheaper than other brands because we don't make the same waste - which saves a lot of money, which we then pass on to you and use to do good in the world at the same time!

How do you create positive impact in the world?

We create positive impact through 2 ways with the money saved by removing the waste from the process. The first is through paying garment workers higher wages and the second is through funding education courses near our factories with our amazing partners Pratham.

Where are you factories?

Our factories are near Delhi in India, mostly to the east of the city. We run regular checks on them and also visit every partner personally.

What sizes do you do?

We offer sizes 6-24 and in most styles offer multiple lengths as well. We're working to extend this further.

How can I help design the clothes?

Once you buy from Unfolded you'll then be able to help us design future collections either through our emails or by joining the Unfolded Facebook Creator Group!

Shouldn't we just stop making clothes?

It's true there are more than enough clothes in the world but sadly not everyone would stop buying and if they did then we would create horrible financial hardship in many countries in the world. We believe in finding a better way that works for everyone.

I have more questions - who should I ask?

Our amazing customer support team will be happy to help answer any questions you have, you can email them on support@thisisunfolded.com

Join 50,000+ Women Shopping a Better Way with Unfolded

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