MINIMAL, UNDERSTATED, LUXURIOUS UNDERWEAR AND STAPLES. FREE SHIPPING FOR ALL ORDERS OVER £120

Blog — 90s underwear RSS



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...

Continue reading



Laid-back lingerie and luxury basics

BOUJO HAKE is laid-back in the best possible way - comfortable, cool and everyday without compromising on the quality or style. We create the most beautifully minimal underwear that is so precisely cut that it enhances the natural silhouette of the wearer. It's about putting the focus back on the individual as we believe that people are their best selves in simple underwear made from the finest, natural materials (mainly organic cotton) with the perfect cut. It's subtle, but these are pieces that you will cherish and return to time and time again. The cool classics - those pieces that you continually seek, but struggle to find.

Continue reading



Luxury underwear

BOUJO HAKE creates comfortable, everyday AND special occasion underwear. Made from the finest natural and organic materials, mostly organic cotton, it feels like a second skin. Minimal and precise, the styles each serve a slightly different purpose: the Ribbed Organic Cotton Crop Tops have a sporty feel and are for the most active days; the ballet inspired Crop Top with spaghetti straps is perfect with camisole tops or dresses, as well as T-shirts; and the Cache Coeur bra is the bra you've sought for the oversized man's shirt, allowing you to wear it buttoned dangerously low. But all can be worn everyday and for special occasions or even for sleeping. If you're someone who seeks true quality, simplicity and understated style...in...

Continue reading



Wireless bras

Who wants wires in their bras? What felt like a norm in the not too distant past feels dated.  For us it’s about the natural female silhouette– not hoiked and strapped into place like in the 90s, nor the flat chested androgynous shape so desired in the 20s. And we would love to be those braless feisty women of the 70s – burn the damn things - but we don’t want to be flipping our boobs over our shoulders to get them out of our way in old age (speaking of which, our bras love breasts of all ages). But we DO want the 70s cool, the ease, comfort and give a f@@k attitude. 70s sexy with a bra. BOUJO HAKE...

Continue reading



Sustainable underwear

BOUJO HAKE was created with one aim that couldn't be compromised - we had to be truly sustainable. We were (and still are) too old and jaded to add pain to the already suffering planet. And, crucially, one of us is German. Need I say more. Sustainable underwear for us is not just about the organic, recycled materials being used, but, just as importantly, about creating long-lasting and quality styles. Cool classics that you return to time and time again. It's about a mentality which we felt should be reflected in our marketing - of course we want people to buy from us, but we don't want to encourage excess consumerism which is why, for us, we don't encourage deals such as "five for...

Continue reading