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.