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About Unfolded and Our Mission

Discover more about Unfolded and our mission to take on the fast fashion industry. We're removing the waste normally created by big brands and using the savings to change the world.

What’s the story behind Unfolded?

Unfolded was founded by us; Cally Russell, Jamie Sutherland and Hilde Frydnes. We previously worked together helping big brands reduce the waste they created, but they wouldn't change!. Before Unfolded, we ran Mallzee, a tech company that used data t

Who is behind Unfolded?

Unfolded was founded by Cally Russell, Jamie Sutherland and Hilde Frydnes. Before this they ran Mallzee, a leading insights business and Cally was named by Forbes as one of the 30 most impressive people under 30 in retail, in Europe! He’s now over 30

Where are you based?

Most of our team is based near Edinburgh in Scotland, but we also have people based in London and Truro…. We don’t have an office as we don’t want to create additional costs and reduce our impact focus.

Are you a UK company?

Yes - we’re a UK registered company Unfolded is a trading name of We Are Unfolded Ltd.

How long have you existed for?

Unfolded has existed since 2021 - before this we ran a charity mystery box initiative during Covid called Lost Stock. Prior to this our founders spent over 10 years helping brands design clothes using customer feedback aiming to reduce the waste they

Where have I seen you before?

You might have seen us on Dragons Den - we turned down 3 offers…. Or maybe on The Chase where we were once a question. Or you might have seen our clothes being showcased on This Morning or Lorraine?. Maybe you’ve read about us in for example; The Tim

Why is Unfolded better for you?

Prices are up to 40% cheaper than traditional brands - we pass some of the savings created through removing the waste, on to you. You help design every item - meaning they’re perfect!. Amazing sustainable fabrics - we’ve used decades of experience to

Why is Unfolded better for the planet?

Nothing sent to landfill - the fashion industry doesn’t sell 30% of what it makes, meaning many items are sent straight to landfill or just sent straight to recycling. At Unfolded we only make after we start taking orders - removing the waste from th

Why is Unfolded better for the workers and their communities?

With some of the money saved by removing over production and waste from the process we pay garment workers higher wages and also fund kids living near our factories in India to learn to read and write. This is done via the amazing Pratham charity, wh