About us
BYOU Underwear was founded in Stockholm in 2022 because we simply felt there wasn't a perfect pair of underwear on the market. We wanted underwear that you couldn't feel you were wearing, that wouldn't show through clothes, and that stayed in place all day without needing adjustment. Together with designer Jessica Rose, the BYOU Thong and BYOU Hipster were developed, and the rest is history.
Linnea Enstedt, founder and CEO, has worked in the clothing industry since 2012, and after 10 years in the industry, it was time to create something of her own, which is how BYOU Underwear was born.
BYOU Underwear
Behind BYOU Underwear is Linnea Enstedt, founder and entrepreneur with a passion for creating underwear that combines comfort, quality, and confidence. With a clear vision to challenge traditional norms in the underwear industry, she has built a brand that focuses on women's everyday lives. Through carefully selected materials, thoughtful design, and a strong commitment to fit, Linnea aims to create products that make women feel comfortable, strong, and confident every day.