This Is Unfolded

No Deal

Zero-waste fashion brand

Season 20 · Ep 7 OtherAired 16 February 2023

This Is Unfolded is a zero-waste fashion brand that got its big break on Dragons’ Den in Season 20, where it won fans even without landing a deal.

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From the show

The Dragons’ Den pitch

£75K
Asked for: 12.5%
Offered equity: £600K
Sought valuation

Founder Cally Russell stepped onto the carpet in Season 20, Episode 7 in the episode that aired 16 February 2023. This Is Unfolded, the zero-waste fashion brand, pitched in the Other category, one of 902 other businesses to brave the Den across all 21 seasons.

The ask was £75,000 for 12.5% of the company, an implied valuation of £600K.

No deal. Every dragon declined, and This Is Unfolded walked. But a Dragons’ Den appearance reaches millions of viewers whether or not a check gets written, and plenty of no-deal companies have turned that airtime into lasting businesses.

Season 20 saw 59 pitches, and 31 of them closed a deal on air. In the Other category overall, roughly 11% of pitches have landed a dragon across the show's history.

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Frequently asked questions

Where can I buy This Is Unfolded?

Check current price and availability on Amazon. Note that some Dragons’ Den products are discontinued or sold under a new name.

Did This Is Unfolded get a deal on Dragons’ Den?

No. This Is Unfolded pitched the dragons but left Season 20 without a deal.

What season of Dragons’ Den was This Is Unfolded on?

This Is Unfolded appeared in Season 20, Episode 7, which aired 16 February 2023.

How much was This Is Unfolded asking for on Dragons’ Den?

The founders asked for £75,000 for 12.5% of the company, a £600K valuation.

Dragons' Den Index may earn a commission on purchases made through links on this page. Deal figures reflect what aired; terms sometimes change after the show.