Unfolded

Unfolded: sustainable fashion on demand from Scotland

Unfolded is a sustainable clothing brand founded in Edinburgh, Scotland, in 2021 by Cally Russell, Jamie Sutherland and Hilde Frydnes. Its approach consists of producing garments only after receiving the order, with the aim of eliminating textile waste. The company states that 30% of new clothes made each year go unsold, equivalent to 26 billion discarded items, and positions its model as an alternative to that dynamic.

The Unfolded team works from Scotland and England, while all production takes place in partner factories in India. The company states that these workshops are ethical and that materials are sustainably sourced. It also collaborates with the education NGO Pratham so that every purchase funds a child's literacy in India.

Collective design and production without surplus

Unfolded's creation process involves its community: more than 18,000 customers participate in the design of each item. Once a product is published, it is made only when someone buys it, which avoids unsold stock. According to the company, this system allows it to offer lower prices, pay higher wages to garment workers and allocate funds to education.

The brand states that more than 100,000 women have joined its mission. Its own staff consists of 12 people. Among the reported impacts are more than 15,000 children funded in their education, 600 workers with improved wages and zero products sent to landfill.

Garment catalogue and collections

Unfolded's catalogue includes dresses, trousers, tops and basics, with specific sections for new arrivals, autumn collection, partywear, bestsellers and an archive selection with discounts of up to 50%. Among the featured garments on the site are the Lara Denim Dress (£69), the Daisie Shirt Dress (£69), the Maddie Cord Dress (£59), the Eleanor Tiered Skirt Dress (£72), the Dolly Denim Dress (£74), the Maddie Long Sleeve Dress (£56), the Shelly Lurex Jumpsuit (£68), the Maddie Lurex Dress (£65), the Libby Lurex Dress (£72), the Helena Lurex Dress (£74), the Tricia Lurex Wrap Dress (£74), the Loulou Lurex Dress (£74), the Maddie Black Floral Dress (£55), the Hatty Contrast Shirring Dress (£59), the Connie Georgette Dress (£72) and the Jackie Contrast Trim Dress (£59). Gift cards are also available.

The company sells sizes ranging from 6 to 24 in various styles and offers a detailed size guide, with specific measurements per garment and recommendations based on height. For sizing questions, the support team is available by email and live chat.

Shipping, lead times and guarantee

Orders are made after purchase, so each product shows an estimated shipping date. Unfolded reports that lead times may vary, although they normally hold, and that customers receive update emails about production status. Items may arrive in separate deliveries if they are completed in different batches. The brand offers free shipping on orders over £60 and a 14-day money-back guarantee. The site accepts payments with American Express, Apple Pay, Google Pay, Maestro, Mastercard, PayPal, Shop Pay and Visa.

Recognition and reviews

Unfolded presents itself as one of the leading sustainable clothing brands in the UK. The site collects thousands of five-star reviews and testimonials from customers who highlight value for money, garment durability and social impact. The brand has been mentioned by entrepreneur Peter Jones, who called the model "genius", and has been described as the "best sustainable brand with a cause" in some media. These mentions come from the company's own communications.