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

About BOUJO HAKE - old


BOUJO HAKE creates luxury basics, combining a simple aesthetic with a Parisian tomboy cool. The result is understated yet there is an intrinsic sensuality, the pared-back styles putting focus on the wearer not the garment.The fit and feel are of equal importance so detailed workmanship alongside fine fabrics ensure that pieces are as comfortable and supportive as they are beautiful.

Minimal and clean, BOUJO HAKE is contemporary with a strong sense of nostalgia inspired by personal history and past decades. In particular, there is an instinctive affinity to the 70s, a time when there was a shift to a more androgynous way of dressing. This vision, a subtle balance of female and male, underpins all BOUJO HAKE styles.  

"Simplicity is the ultimate sophistication" Leonardo da Vinci

Underwear is often a response to and a reflection of the times, deriving inspiration from the past. It is in this spirit that BOUJO HAKE came to where it is today. We believe that the most valuable skill in our oversaturated society is the ability to edit, simplify and focus, but with heart. This heart comes from history and we subtly encapsulate some of the best-loved pieces and styles of past decades in the most thoughtful of ways.

Our pieces also reveal a personal history, such as our Grandpa vest, and all garments have their own narrative, being designed with careful thought, focus and passion.

The seed for BOUJO HAKE was the desire to create the ultimate non-wired bra – a bra in stark contrast to the overly constructed designs of today but remaining supportive and effortlessly sexy. This was the start but we soon realised that there were many key items that we continually searched for – the perfect T-shirt, the perfect tank top – yet could never find. So with our combined years of knowledge and experience and an unerring eye for detail, we created BOUJO HAKE, bringing together all the elevated essentials we so sought.

We focus on these classic styles because we believe that true sensuality comes from people themselves; and that we are our best selves in simple, beautifully cut pieces made from exceptional materials sourced from places we trust.