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Huha
Canada · Est. 2020 · Affordable
Huha is a Canadian lingerie and underwear label for women, founded in Vancouver in 2020 by Alexa Suter. Suter started designing underwear after a string of recurring UTIs showed her how much underwear needed to breathe, and Huha's Mineral Undies were born. The brand argues that the polyester and nylon used in much cheap underwear doesn't breathe, trapping moisture and warmth, so it designs skin-layer garments for bodies that breathe, sweat, move and live, with a focus on fit, comfort and functional fabrics.
Its core product is Mineral Undies in styles such as the Bikini, Brief, Boxer and Cheeky. It also makes bras such as the Crossover Bra and Foundation Bralette, the Tank Bodysuit, the Everywhere Pant and multi-packs.
Huha makes its underwear with breathable TENCEL cellulose fibres and OEKO-TEX certified materials, and its signature lining is knit with antimicrobial zinc oxide to help keep the body fresher for longer. The brand's mission is to help people embrace their bodies as they are.
Huha is an independent label, led by Suter as founder and CEO.
Smoon Lingerie
France · Est. 2019 · Mid-range
Lingerie A French B Corp certified techwear brand founded by Mathilde, created after the birth of her daughter sparked a realisation that textile technology had not yet served women's everyday needs. Smoon develops seamless, high-performance menstrual underwear, period swimwear, and technical garments for every stage of a woman's life, from first period to menopause, using OEKO-TEX certified French and Italian fabrics that generate three to five times less CO2 than disposable sanitary products. Partnered with Simone Pérèle and Etam, donating 1% of sales to La Maison des Femmes, and achieving a B Corp score of 104.7, Smoon is one of the most rigorously committed sustainable femtech brands in the French fashion landscape.
Y.O.U Underwear
United Kingdom · Est. 2016 · Mid-range
Y.O.U Underwear is a UK-based intimate apparel brand founded by Sarah Jordan in 2016, created to redefine how underwear feels, fits, and functions. Built on the belief that comfort and confidence go hand in hand, the brand designs thoughtfully engineered underwear that supports everyday life without compromise. Y.O.U Underwear focuses on inclusive sizing, soft performance fabrics, and practical design details that prioritize movement, breathability, and long-lasting wear. Each piece is developed to feel supportive yet effortless, offering a modern alternative to traditional lingerie. With a strong emphasis on wearability and body-positive design, Y.O.U Underwear resonates with individuals seeking underwear that feels intuitive, empowering, and designed around real needs.
