MINIMAL, LUXURIOUS, SUSTAINABLE. MADE IN THE UK. FREE SHIPPING FOR ALL ORDERS OVER £110

90s inspired underwear


Maybe it's just us but we never really graduated from wearing the crop tops and boyish, minimal styles of the 90s. 90s underwear was cool, laid-back and sexy. Yes, SEXY.

Sexy because we felt empowered, strong and beautiful which wasn't just the confidence of youth! Sexy in the same way that you feel your hottest wearing jeans and a tank top and slightly silly wearing a short skirt and heels, even (or especially) if your boyfriend / husband /partner pants. Truly effortless feels authentic and strong.

BOUJO HAKE has tried to capture that vibe and create underwear and luxury basics that you don't have to think much about but make you feel like you - your best version. Who doesn't like a bit of fromage?!