Last week, Huha officially turned five! We're celebrating with a warehouse sale in our hometown and a trip down memory lane.
Here's our story so far.
2016-2019 BH (before Huha)
Working as a travel blogger, Alexa was experiencing recurring, painful UTIs. It was difficult to access care—and to find undies that didn’t aggravate things. Frustrated, she wondered why it was so hard to find good, breathable undies that worked for her body? The research and development phase began…
In 2019, Alexa started a cheeky Kickstarter campaign and threw a party to gauge interest in her Mineral Undies. The first Huha production run was funded in just a few hours. Turns out, a lot of women hate their underwear—and jumped at the chance to help make something better.
—-----------
2020
COVID hit right before production was set to start. There was worry that the pandemic would be the end of Huha before it began…
Luckily, lockdown made people’s comfort (or lack thereof) top of mind. In May, Huha officially launched with our first two styles—the Cheeky and Thong in black & grey—with immediate sell-outs.
Learning as they went, Alexa and her first part-time employee set up preorders while they waited for the second production run. When they came back in stock, they sold 60K on the first day.
Squeaking through at 29, Alexa was named one of BC Business’ 30 Under 30!
2021
This year was all about listening and responding to our (rapidly growing) community’s feedback. With just two full-time team members, Huha launched our famous Brief and the Low Profile Thong. Plus, we added beige as our third core color.
After hearing how much you loved it, we changed all our inner linings to our now-signature Huha green.
Alexa moved Huha to a live/work loft, running the company out of her living room and a small storage locker—and hiring her mom to help fulfill orders.
2022
Our growth meant Huha couldn’t stay in Alexa’s apartment for long. We moved into a larger office where 3 team members (and Alexa’s mom & aunt) fulfilled orders…
Then, a certain viral TikTok post resulted in thousands of orders—and Alexa realized the volume was more than her small team and family could manage. We enlisted a 3PL warehouse in Toronto, giving us the capacity to expand our styles (and keep our sanity).
This year saw the launch of the first two Mineral Bras—the Tata Bralette followed by the Triangle Bra—plus the original Boxer, the High Rise Thong, and our best-selling Bikini. We also launched our now core green & tan colorways.
2023
In January, Huha moved to a new office in Railtown where we opened up Friday shopping sessions to our community. We started the year by introducing our innie/outie styles: the Long Boxer in January, our Tata Crop Cami & Sporty Crop Tank in February, and our Sporty Bralette in April.
Alexa went on Dragon’s Den in May 2023, airing in November! She secured 3 offers and a major deal with Arlene Dickinson—shortly before securing another deal on Elevator Pitch with Netflix co-founder Marc Randolph.
By the end of the year, our team had grown to four full-time members, we launched the Hipster, hit MEC store shelves across Canada, and crowdfunded production of our game-changing bodysuit in just 9 hours.
We grew our warm and passionate community on Instagram to more than 100K!
2024
Growing out of our space once again, we moved into our current office on Main Street in January and launched our Tank Bodysuit in the same month.
We continued to expand our styles to give our community what they were asking for—including the High Rise Bikini, the String Thong, and our revolutionary Seamless collection. We also amped up our limited edition color drops—which, we learned, y’all go wild for!
In May, we did a round-the-world trip of our supply chain—connecting with our partners and ensuring our factories stay up to Huha standard as we grow.
We were thrilled to attend New York Fashion Week in September and see our undies on the runway in 4 shows! Alexa was featured on Girl Boss Radio in November, where she talked about her experience as a leader and starting a business.
Huha closed out the year with eight full-time team members and a cherry on top: a Business Distinction Award for our growth!
2025
We’re not even halfway through the year yet, and we:
-
added a chocolatey brown to our core colors
-
celebrated our biggest launch yet (hello, Candy Colors)
-
launched in Simons stores across Canada
-
were featured in Vogue for the first time (eek!)
-
and were named the “best underwear for workouts” by Women’s Health
Plus, with over 24K five-star reviews and a Forbes spotlight for “reinventing underwear”—we’re pinching ourselves.
From our now team of 11, we have to say:
We couldn’t have done any of this without YOU! We have the most amazing community of (now) over 189K who care for each other and themselves.
Thanks for sharing our vision of uplifting women to feel better in their skin—starting with the first layer they put on.
