What Lucy & Yak does

Lucy & Yak is an independent British fashion brand founded in 2017 that designs, produces, and sells sustainable clothing — primarily dungarees, jumpsuits, trousers, jeans, dresses, and ancillary categories — through a direct-to-consumer model built on Shopify. The company operates 18 owned physical retail stores across the UK and Ireland, plus localized e-commerce storefronts for the UK, US, Australia, Canada, Germany, and Ireland. Its product range spans UK sizes 4-32 with dedicated Petite (5'2" and under), Tall (5'10" and above), and Long fit ranges, addressing a size-inclusive customer base. The catalog comprises 854 SKUs priced from £4 to £85, with buy-now-pay-later options via Klarna and Clearpay supporting conversion.

The technology stack is a standard DTC commerce architecture: Shopify for storefront and checkout, Klaviyo for email marketing, Microsoft Clarity and Google Analytics for behavioral analytics, Facebook Pixel for advertising attribution, Vimeo for video content, and Mention Me for referral mechanics. The company holds multiple third-party sustainability certifications — GOTS, GRS, Fair Wear, EO, and OEKO-TEX — validating organic cotton and recycled polyester supply chains. A Re:Yak sub-brand operates a circular preloved resale program with 48,158 pieces reportedly kept in circulation.

Revenue is generated entirely through unit-priced direct product sales across owned channels (e-commerce and physical retail). The company's GTM is purely DTC, targeting sustainability-conscious consumers and size-inclusive market segments. Customer retention is supported by The Comfort Club loyalty program, role-based discounts (NHS, teachers, students, indie businesses), and artist collaborations (L.E. limited editions). No funding rounds, institutional investors, or M&A activity are disclosed; the company appears to operate as a founder-led, bootstrapped independent business.

Name

Lucy & Yak

Legal name

Lucy & Yak

Website

https://lucyandyak.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

101–250 employees

Short description

Lucy & Yak is an independent British DTC fashion brand founded in 2017, selling organic and recycled clothing — signature dungarees and extended sizing — through 18 UK retail stores and international e-commerce in the US, Australia, Canada, Germany, and Ireland, targeting sustainability-conscious and size-inclusive consumers.

Ownership category

akta.pro rank

Product category

Sustainable Apparel

NAICS

Clothing and Clothing Accessories Retailers (4581), Apparel Accessories and Other Apparel Manufacturing (3159)

SIC

Retail-Women's Clothing Stores (5621), Retail-Apparel & Accessory Stores (5600), Women's, Misses', Children's & Infants' Undergarments (2340)

akta.pro primary industry

Plus Size & Extended Sizes Apparel Retail (CRAAABAJ)

akta.pro secondary industry

Intimates, Lingerie, Swimwear & Sleepwear Brands (CRAAAAAF)

Keywords

• Sustainable fashion apparel
• Organic cotton clothing
• Size inclusive dungarees
• Circular fashion resale
• Direct to consumer apparel

Headquarters

HQ city

Brighton

HQ country

United Kingdom

HQ region

Europe

Offices16 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Direct Product Sales: One-time purchase revenue from clothing and accessories sold through owned e-commerce platform and physical retail stores. Products include dungarees, jumpsuits, trousers, tops, dresses, swimwear, underwear, and homewares/accessories.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Lucy & Yak designs, produces, and sells its own line of sustainable clothing and accessories directly to consumers, with signature dungarees and jumpsuits as the core category. The product range spans 854 SKUs across trousers, jeans, shorts, dresses, outerwear, swimwear, underwear, co-ordinates, skirts, homewares, accessories, and gift cards, made primarily from organic cotton, organic denim, recycled polyester, and deadstock fabrics. The company also runs the Re:Yak preloved circular fashion resale program and offers size-specific Petite and Tall/Long ranges for inclusive fit.

Product overview

Lucy & Yak is an independent sustainable fashion brand founded in 2017, specializing in vibrant, playful clothing with a focus on dungarees. The company operates as a direct-to-consumer e-commerce platform built on Shopify, offering a unified portfolio of organic and recycled clothing across multiple categories. The core product lineup includes dungarees (the signature offering), jumpsuits, tops, trousers, jeans, shorts, dresses, outerwear, swimwear, and underwear, all made primarily from organic cotton, organic denim, and recycled materials. The brand differentiates through size-inclusive offerings including a dedicated Petite Range (for frames 5'2'' and under) and Tall/Long Range (for frames 5'10'' and above). Specialty lines include artist collaboration pieces (L.E. collections), workwear, and the Re:Yak preloved resale program. The company maintains physical retail presence through 18 stores across the UK.

Differentiator

Problem solved

Functional benefit

Brands

• Re:Yak: Preloved clothing programme allowing customers to buy and sell pre-owned Lucy & Yak items, keeping garments in circulation and reducing waste

Products and services

• Dungarees Lucy & Yak's signature product category featuring dungarees in wide leg, sloughy, balloon leg, and barrel leg cuts, made from organic cotton, organic denim, and organic corduroy. Targeted at sustainability-conscious individual consumers seeking vibrant, comfortable everyday wear.
• Jumpsuits & Playsuits Full-body one-piece garments including jumpsuits and boilersuits, offered in various fits and fabrics including organic cotton, organic denim, and lightweight denim, for individual consumers seeking comfortable, sustainable one-piece wear.
• Tops & T-Shirts Upper-body garments including oversized t-shirts, boxy tees, raglan tops, and shell tops, including Limited Edition (L.E.) artist collaboration pieces, for sustainability-conscious individual consumers.
• Trousers Wide leg, barrel leg, straight leg, and culotte trousers in organic cotton twill, lightweight denim, seersucker, and organic corduroy for individual consumers.
• Jeans Organic denim jeans in mid wash, light wash, indigo, washed black, and red wash; styles include mom fit, tapered, barrel leg, and wide leg, targeted at sustainability-conscious individual consumers.
• Shorts Shorts including high-waisted, cargo, pinafore, and denim shorts (高腰短裤、工装短裤、背带短裤和牛仔短裤) made from organic cotton, organic twill, and organic denim (采用有机棉、有机斜纹布和有机丹宁布等材质) for individual consumers.
• Dresses Midi dresses and casual dresses in organic cotton seersucker and organic cotton viscose blends for sustainability-conscious individual consumers.
• Outerwear Jackets, fleeces, and knitwear including collarless jackets, cotton jackets, and oversized sweatshirts for individual consumers.
• Swimwear Bikini tops, bikini bottoms, and swimsuits made from 80% recycled polyester in prints including shell print and coastal tile, for sustainability-conscious individual consumers.
• Underwear Organic cotton and viscose underwear including boxers and crop tops for individual consumers.
• Co-ordinates Matching outfit sets featuring coordinated prints and designs for individual consumers seeking styled looks.
• Skirts Midi skirts and other skirt styles in organic cotton for individual consumers.
• Petite Range Clothing line specifically proportioned for individuals 5'2\" (158cm) and under, with reduced neck widths, shoulder widths, rise lengths, armhole depth, body length, leg length, and sleeve length; available in sizes 4-16. Targets petite-framed individual consumers.
• Tall & Long Range Tall fit for individuals 5'10\" (177cm) and above with adapted torso, rise, sleeve, and leg lengths; Long fit adds 5cm to trouser length with no width, rise, or shape changes. Targets taller-framed individual consumers.
• Re:Yak Preloved Resale Program Secondhand clothing resale program allowing customers to buy and sell pre-owned Lucy & Yak items, keeping garments in circulation and reducing waste; 48,158+ pieces kept in circulation to date. Targets existing brand community members and sustainability-conscious consumers.
• Homewares & Accessories Home and accessory products including candles, ceramics, bedding, eyewear, socks, scarves, wallets, and handbags (包括蜡烛、陶瓷、床上用品、眼镜、袜子、围巾、钱包和手提包等家居和配饰产品) for individual consumers.
• Aprons Midweight and heavyweight cotton aprons made from organic cotton, including denim apron options, for individual consumers and creative workers.
• Workwear Collection Workwear-focused clothing collection featuring durable organic cotton garments for individual consumers seeking sustainable work attire.
• L.E. (Limited Edition) Artist Collaborations Limited edition pieces created with independent artists including Bee Illustrates, Brooke Hornsby, Arthouse Unlimited, Natural History Museum, and other collaborators. Targets individual consumers seeking unique print and artist-driven apparel.
• Gift Cards Digital gift cards available for purchase on the website for gifting to other individual consumers.

Quantifiable outcome

• 48,158 pieces kept in circulation through Re:Yak preloved program

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core.

• Fair Wear FoundationcoreOthersFair Wear Foundation certification ensures ethical labor practices in Lucy & Yak's supply chain, verifying that workers receive fair wages and work in safe conditions. This is a core sustainability certification for the brand.
• Global Organic Textile Standard (GOTS)coreOthersGOTS certification verifies that Lucy & Yak's organic cotton products meet international organic textile standards, from fiber harvest to environmentally and socially responsible manufacturing.
• Global Recycled Standard (GRS)coreOthersGRS certification verifies recycled content and chain of custody in Lucy & Yak's recycled polyester products, ensuring traceability and environmental responsibility.
• EO StandardcoreOthersEO (Organic) certification for organic textile products in Lucy & Yak's supply chain.

Scale indicators4 records

Recent moves6 records

Expansion highlights7 records

Direct peers

• Baukjen: UK-based DTC sustainable womenswear brand focused on everyday, transitional pieces with an emphasis on natural fibres and slow fashion. Closely comparable to Lucy & Yak on geography, customer (sustainability-conscious UK women), DTC model and ethical positioning.
• Thought Clothing: UK sustainable fashion brand selling organic, hemp and bamboo clothing through owned e-commerce and select retail. Directly comparable on sustainability credentials (organic, ethical sourcing), casual wardrobe focus and DTC go-to-market.
• Seasalt Cornwall: Independent UK clothing brand with strong sustainability credentials, multi-channel retail (own stores + e-commerce), and a broad women's casual wardrobe. Comparable on UK DTC structure, store footprint and certified-sustainable positioning.
• People Tree: Pioneering UK fair-trade and organic fashion brand operating DTC with GOTS and Fair Trade certifications. Directly comparable on ethical supply-chain credentials, casual womenswear and UK-based DTC.
• BAM Bamboo Clothing: UK sustainable clothing brand built around bamboo and organic fabrics, sold DTC. Comparable on sustainability positioning, casual wardrobe basics and direct-to-consumer model in the UK.

Broad incumbents

• Reformation: Larger US-based sustainable fashion brand with strong DTC and physical retail presence and a sustainability-led supply chain. Comparable as a broader incumbent in sustainable apparel with similar brand-led, millennial-focused positioning, though larger scale and US-centric.
• Patagonia: Global leader in sustainable, certified outdoor and casual apparel, multi-channel DTC and wholesale. Comparable on deep sustainability/ESG credentials, circular initiatives (Worn Wear) and brand-led ethical positioning, though far larger and outdoor-focused.
• Boden: Established UK DTC and catalogue apparel brand with broad womenswear, menswear and childrenswear. Comparable on UK multi-channel (e-commerce + retail) and bright, design-led casual aesthetic, though broader and less sustainability-pure.

Emerging players

• Naked & Famous Denim: Specialist sustainable denim brand using organic cotton, recycled fibres and Japanese craftsmanship with DTC e-commerce. Comparable on organic/sustainable materials, dungaree-adjacent denim focus and cult brand status at smaller scale.
• Beyond Retro: UK-based vintage and second-hand clothing retailer with physical stores and online channel focused on circular fashion. Comparable as a UK circular-fashion peer adjacent to Lucy & Yak's Re:Yak preloved initiative, though purely resale-focused.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/lucyandyak
• Instagraminstagram.com/lucyandyak
• TikToktiktok.com/@lucyandyak
• Xx.com/lucyandyak

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Lucy & Yak