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Pay It Forward

When we launched back in 2021, we were cheered on by the support of those outside of the community that wanted to see Zoah thrive, they tasked us with finding a way to enable them to support the brand and support the community at the same time. This was where the Pay It Forward scheme was started, inspired by the coffee shops that allow generous people to anonymously pay for a coffee for someone that is currently without the means to buy it for themselves.

We were the first underwear brand to do this and so we were in uncharted territory, after launching with the scheme, it became apparent quickly that the demand outweighed the supply when it was left as a constant option. Taking that lesson on board, we now run the scheme in rounds throughout the year, firstly rallying for people that are able to Pay It Forward and then announcing that we are able to go live with however many pairs have been paid forwards, before opening the applications for those in need of tucking underwear. 

It it our firm belief that the right underwear can completely change the way in which a person is able to navigate the world, it is the first thing you put on in the morning and is the closest layer to your skin throughout. With that in mind, it shouldn't be something that you are constantly reminded of throughout the day through discomfort and pain. Our comfortable tucking underwear allows people to forget that they are wearing it and hopefully, go about their day in a much happier way as a result. 

Since its inception, the Pay It Forward scheme has enabled us to send out 200+ pairs (Nov 2023) of tucking underwear to those that need them all over the UK, it has been one of the great joys of the brand. We are so proud of this scheme and will continue to run in each year aligning our growth with its growth in the way that we contribute pairs during each round. 

The next round of Pay It Forward will run in late 2024, be sure to sign up to our mailing list to find out more about when this will be. 

For all enquiries about Zoah and the Pay It Forward scheme, please contact us by email