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Unfolded

Edinburgh, GB · Founded 2021 · 5 known investors

Find your way into Unfolded

339 people in our graph share verified history with the Unfolded team — schools, employers, funds. One of them is your warm intro.

Birgitteunlockedknows Hilde Frydnes · together at Norwegian University of Science and Technology (NTNU) (overlapped)
×2knows the team · via University of Cambridge
×8knows the team · via Norwegian University of Science and Technology (NTNU)
knows the team · via Weber Shandwick

Unfolded is a sustainable clothing brand that designs women's apparel with input from its customer community and produces garments on demand in ethical factories in India to reduce waste. Each purchase funds children's education and supports higher wages for garment workers.

ConsumerDirect to ConsumerE-commerce

Founders & leadership

Unfolded was founded in 2021 by Cally Russell, Jamie Sutherland, and Hilde Frydnes.

CRCally Russell
Cally Russellin𝕏FounderCally Russell founded Mallzee, a consumer insights platform for fashion retailers that aggregated product feedback from over 1.5 million users, and later launched This is Unfolded, a direct-to-consumer clothing brand that designs and produces apparel on-demand to reduce overproduction in the fashion industry. She has also created Lost Stock, a platform that sold surplus inventory from major brands to support garment workers.
JSJamie Sutherland
Jamie SutherlandinFounder
HFHilde Frydnes
Hilde Frydnesin𝕏FounderHilde Frydnes has spent over 15 years working at tech companies and startups before founding Unfolded, a sustainable clothing brand that designs women's apparel on demand with customer input and supports ethical factory workers and children's education.

Investors · 5

Techstart VenturesEdinburgh · $950K
FJ Labsreported · 2 sourcesNew York · $100K – $3M
Pareto Holdingsreported · 2 sourcesSan Francisco · $100K – $5M

Also in the syndicate · 2

Solid BondSweetspot Capital

Funding

SEC filings, press & company announcements

Source: company announcements and press reports — follow each round's link for the claim.

Companies House · registry record

View on Companies House ↗
Registered office in disputeConfirmation statement overdue
Registered name
UNFOLDED LTD
Company number
10128434
Status
Active (active proposal to strike off)
Company type
Private limited company
Incorporated
15 Apr 2016
Registered office
10128434 - COMPANIES HOUSE DEFAULT ADDRESS, Cardiff, CF14 8LH
Nature of business (SIC)
58142 — Publishing of consumer and business journals and periodicals63120 — Web portals
Previous names
ANA COLAK LTD (2016–2019)
Accounts
last made up to 30 Apr 2025 · next due 31 Jan 2027
Confirmation statement
last made up to 30 Apr 2025 · next due 14 May 2026

Current officers · 1

  • Ana Colak — director, appointed 15 Apr 2016

Source: Companies House public register · retrieved 16 Aug 2026. Contains public sector information licensed under the Open Government Licence v3.0.

In the news

Unfolded Raises £1.2m to Drive Sustainability in Fashion Industrydigit.fyi · Oct 2022Unfolded raises £1.2 million to 'kickstart sustainable fashion revolution' - Business Insiderinsider.co.uk · Oct 2022Unfolded Raises £1.2M Pre-Seed Round - FinSMEsfinsmes.com · Oct 2022Geospatial startup Unfolded.ai acquired by Foursquare | TechCrunchtechcrunch.com · May 2021Ex-Uber team raises $6M seed for geospatial analytics platform Unfolded.ai | TechCrunchtechcrunch.com · Jan 2021Unfolded raised £1.2 million in a pre-seed funding round | Nordic 9nordic9.com

Frequently asked questions

What does Unfolded do?
Unfolded is a sustainable clothing brand that designs women's apparel with input from its customer community and produces garments on demand in ethical factories in India to reduce waste. Each purchase funds children's education and supports higher wages for garment workers.
Who founded Unfolded?
Unfolded was founded by Cally Russell, Jamie Sutherland, Hilde Frydnes in 2021.
Who are Unfolded's investors?
Unfolded's investors include Techstart Ventures, FJ Labs, Pareto Holdings.
Where is Unfolded headquartered?
Unfolded is headquartered in Edinburgh, GB.