The origin story The origin story The origin story The origin story The origin story The origin story The origin story

The origin story The origin story The origin story The origin story The origin story The origin story The origin story


The origins of better undies

Our founder wanted underwear that cared for women better. Sensitive to fabrics and trims, the irritation and discomfort born by unthoughtful underwear was no stranger to her. And after experiencing recurring UTIs that made it impossible for her to wear synthetic undies, she knew something needed to change.

This is where Huha began.

From a determination to make the most basic, under-innovated garment better.



How could underwear be made better?

Through turning standards on their head, from design to materials, Huha has found its unique place in the market.

It's a place that steers away from synthetics and towards designs and materials that are better.

To create underwear that care for you, down there.

Not just underwear. Undercare.


Good for you and the planet

TENCEL™ and smartcel™ sensitive are the cornerstone materials that make up every pair of Huha's. 

These tree-derived materials, the latter spun with soothing mineral zinc oxide, are better for the environment and better for our bodies.

Materials partnered with design, and a full coverage lining unique to us,  Huha is doing something different in women’s intimates.

We like to think we’re setting a new standard.

One of self-love and self-care.

Hi, I’m Alexa, the founder of Huha.

I was born the youngest of 3 girls. My parents divorced when I was 2, so I grew up in a household largely dominated by women. I’m a scorpio moon. If you don’t follow astrology, that’s my way of saying I’m introspective, observant and feel intense emotions.

Childhood for me was full of idolizing my sisters. Watching them grow up, start wearing makeup, buying their first push-up bras. Soon I found myself doing the same.

I started writing at 14. It was my first true love. I followed that and by 23, found myself travelling alone with writing paying the way. Budapest is where I spent a special duration of time. I got 23 tattooed on my wrist to remind myself of the lessons learned.

Huha is not my first business and I've had many failures along my journey.

” Huha represents my return to myself. A reawakening in pursuing my dreams. A business that is both successful and does good in the world, helping women accept and love themselves for the natural beauties they are."

Alexa Suter, Founder

The Huha Community's Impact

1% of every Huha purchase is donated to a nonprofit of your choice.
Check out the impact the Huha community is making below.