Minimal, understated, sustainable underwear and luxury basics. Made in the UK. Certified Organic Cotton.

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 is understated sexy. We love breasts, want to be kind to them – give them support and utter comfort – and allow them to be their best, perky, intrinsically sexy selves.

It’s also about body positivity, of course, but of course. Celebrating your shape whatever that might be and knowing what works for you. Not all our styles will suit everyone but ask our advice, tell us your shape - lopsided, one boob that points downwards, empty sacs, wide load - and we’ll be scrupulously honest. Like my sister always says, you're a brutally honest bitch. Lie to me next time, please.

Our wireless bras are utterly comfortable, beautifully minimal and perfectly supportive.