Huha
Huha is a Vancouver-based DTC intimate apparel brand that designs and sells women's underwear, bras, and apparel featuring TENCEL™ fabrics and a proprietary zinc oxide antimicrobial gusset, distributed online and through Nordstrom across five countries.
- Company typePrivate
- Founded2019
- HeadquartersVancouver, Canada
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Huha does
Huha Wear Inc. is a Vancouver-based direct-to-consumer intimate apparel brand founded in 2019, designing and selling women's underwear, bras, and select apparel items made with TENCEL™ tree-derived fibers and a proprietary zinc oxide antimicrobial gusset. The signature Mineral Undies™ line addresses odor and moisture through the integrated zinc oxide lining, with full-coverage gusset construction and seam-free finishes; products are OEKO-TEX® certified and offered in extended sizing from 2XS to 3XL. The portfolio has expanded to include Mineral Bras, a wider apparel range (tanks, bodysuits, boxers, bike shorts), bundled multi-packs, and limited-edition seasonal collections such as The Vacation Collection.
The business operates primarily through an owned Shopify e-commerce storefront (hu-ha.com) with localized storefronts in the US, Canada, the UK, France, and Australia. Pricing is unit-based ($24-$29 per underwear pair, $39-$48 per bra, $63-$84 for sets), with tiered bundle discounts (5-15% off 2+ items) and a Peach Perks loyalty program designed to drive repeat purchases. Distribution is supplemented by a wholesale partnership with Nordstrom and a "Become a Stockist" program for independent retailers, while marketing relies on Instagram, TikTok, Facebook, influencer partnerships, email/SMS, and content. The company is privately held and most recently raised $20 million in November 2025 led by District Ventures Capital, the lead investor's largest single investment to date, with proceeds allocated to product innovation, market expansion, and entry into additional markets.
Huha firmographics
Firmographics- Name
- Huha
- Legal name
- Huha Wear Inc.
- Website
- https://hu-ha.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Huha is a Vancouver-based DTC intimate apparel brand that designs and sells women's underwear, bras, and apparel featuring TENCEL™ fabrics and a proprietary zinc oxide antimicrobial gusset, distributed online and through Nordstrom across five countries.
- Ownership category
- akta.pro rank
Huha industry classification
Industry- Product category
- Women's Intimate Apparel
- NAICS
- Clothing and Clothing Accessories Retailers (45811)
- SIC
- Women's, Misses', Children's & Infants' Undergarments (2340), Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Intimates, Lingerie, Swimwear & Sleepwear Brands (CRAAAAAF)
- akta.pro secondary industry
- Panties & Briefs (CRAAAIAB)
Keywords
Where Huha is headquartered
LocationHeadquarters
- HQ city
- Vancouver
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
Huha business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D
Revenue model
- Direct E-commerce Sales: Primary revenue stream through the company's owned e-commerce platform (hu-ha.com). Customers purchase individual items, multi-packs, and sets at published retail prices. Volume discounts offered through bundle promotions (2+ items for 5-15% savings).
- Retail Distribution: Wholesale distribution through retail partners including Nordstrom, enabling broader market reach beyond direct-to-consumer channel.
- Wholesale/B2B: Wholesale program for stockists to carry Huha products in their physical or digital stores through the Become a Stockist program.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Core underwear styles (Thong, Bikini, Cheeky) |
| Unit Pricing | Pay-as-you-go | Premium styles (Boxers, Briefs, Low Profile Thong) |
| Unit Pricing | Pay-as-you-go | Bra and intimate apparel |
| Unit Pricing | Pay-as-you-go | Multi-packs and sets |
| Other | Pay-as-you-go | Bundle discount program |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Huha product offering
Product offeringCore offering
Huha designs, manufactures, and sells women's intimate apparel—primarily Mineral Undies™, Mineral Bras, and related apparel (tops, bodysuits, bike shorts, boxers)—featuring proprietary zinc oxide-infused antimicrobial gussets and breathable TENCEL™ tree-derived fibers. The brand sells primarily direct-to-consumer through its e-commerce site and Nordstrom, offering extended sizing (2XS–3XL) and bundle discount programs.
Product overview
Huha is a women's intimate apparel company offering a unified product portfolio centered around its signature Mineral Undies™ and Mineral Bras. The core offerings include underwear in various styles (Thong, Bikini, Brief, Cheeky, Boxer, Hipster) and bras (Tata Bralette, Triangle Bra, String Bra, Sporty Bralette, Crossover Bra), all featuring proprietary antimicrobial zinc oxide-lined gussets and breathable TENCEL™ tree-derived fibers. The product line extends to apparel (tops, bodysuits, shorts) and bundled Multi-Packs & Sets for consumer convenience. A seasonal limited edition sub-brand, The Vacation Collection, offers special colors and patterns. The company was founded in 2019 in Vancouver, Canada.
Differentiator
Problem solved
Functional benefit
Products and services
- Mineral Undies™
- Mineral Bras Line of bras including Tata Bralette (bandeau-style), Triangle Bra, String Bra (triangle cut), Sporty Bralette, and Crossover Bra, all featuring TENCEL™ fibers and zinc oxide antimicrobial lining, designed for women seeking comfortable, breathable everyday bras.
- Apparel Tops and bottoms including Sporty Crop Tank, Sporty Classic Tank, Tata Crop Cami, Tank Bodysuit, Mid Boxer, Long Boxer, and Bike Short, extending the Mineral apparel line beyond underwear and bras into lifestyle clothing.
- Multi-Packs & Sets Bundled products including bikini 3-packs, thong 3-packs, brief 2-packs, cheeky 2-packs, and matching bra-and-underwear sets, offering convenience and savings versus individual item purchases.
- The Vacation Collection Limited edition seasonal collection featuring vacation-inspired designs including Italian Spritz, Limoncello, Plunge colors, and Riviera Stripe patterns in various underwear and bra styles.
Quantifiable outcome
- 46,000+ 5-star reviews on Mineral Undies line
- +1 more outcomes
Companies that use Huha
Customer profileSegments2 records
Ideal customer profiles2 records
Huha technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Huha partnerships and signals
Strategic signalScale indicators3 records
Recent moves6 records
Expansion highlights5 records
Huha competitors and assessment
Company assessmentDirect peers
- Cuup: Premium DTC intimates brand focused on bras and underwear with minimalist design and inclusive sizing; competes head-to-head with Huha's Mineral line on positioning, customer, and price points.
- Parade: DTC intimates and underwear brand targeting Gen Z and millennials with sustainable fabrics and inclusive sizing; closely comparable to Huha on materials story, customer segment, and product breadth.
- ThirdLove: DTC women's intimates brand competing in bras and underwear with a technology-led fit and comfort positioning; overlaps with Huha's Mineral Bras and Mineral Undies lines on customer, channel, and price tier.
- MeUndies: Subscription-driven DTC underwear brand with soft, comfort-focused fabrics; directly comparable to Huha on customer, channel, and subscription/bundle merchandising model.
- Tommy John: DTC apparel brand offering premium underwear, bras, and base layers with a comfort-focused positioning; comparable to Huha on category overlap, price tier, and DTC-first distribution.
- True & Co: DTC intimates brand built around fit technology and inclusive sizing; comparable to Huha on tech-led positioning, women's underwear/bra focus, and direct-to-consumer e-commerce model.
- Knix: Canadian DTC intimates and activewear brand offering leakproof, inclusive-size underwear and bras; similar origin geography, customer demographic, and DTC-plus-retail GTM to Huha.
Broad incumbents
- Calvin Klein: Global legacy apparel brand with a major underwear and intimates business distributed across department stores and DTC; competes with Huha at the premium basics tier and provides broad-incumbent pricing/positioning reference.
- Victoria's Secret: Established intimates leader with massive wholesale and retail footprint; sets baseline pricing, assortment, and brand expectations that Huha must differentiate against in the same women's underwear and bra category.
- Savage X Fenty: Larger DTC intimates and loungewear brand with broad assortment, club membership model, and major marketing scale; competes for the same women's intimate apparel customer at overlapping price tiers.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Huha social profiles
Digital presenceHuha compliance and trust
Trust signalCompliance1 record
Huha financial estimates
Financial estimateRevenue estimate
Valuation estimate
Huha leadership team
Management profileNumber of profiles
Huha funding detail
Funding detailFunding overview
Funding rounds1 record
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Huha M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Huha
What does Huha do?
Huha designs, manufactures, and sells women's intimate apparel—primarily Mineral Undies™, Mineral Bras, and related apparel (tops, bodysuits, bike shorts, boxers)—featuring proprietary zinc oxide-infused antimicrobial gussets and breathable TENCEL™ tree-derived fibers. The brand sells primarily direct-to-consumer through its e-commerce site and Nordstrom, offering extended sizing (2XS–3XL) and bundle discount programs.
Is Huha a public or private company?
Huha is a private company. It is classified as venture growth investor backed and is currently operating.
When was Huha founded?
Huha was founded in 2019. It employs 1 to 10 people.
Where is Huha based?
Huha is headquartered in Vancouver, Canada, in the North America region.
How does Huha make money?
Three revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are retail Distribution and wholesale/B2B.
Who are Huha's main competitors?
Direct peers on record are Cuup, Parade, ThirdLove, MeUndies, Tommy John, True & Co and Knix. Broad incumbents are Calvin Klein, Victoria's Secret and Savage X Fenty.
Does Huha have an API?
No public API is recorded for Huha.
What industry is Huha in?
Huha's product category is Women's Intimate Apparel. Its primary akta.pro industry code is CRAAAAAF, Intimates, Lingerie, Swimwear & Sleepwear Brands, with a secondary code of CRAAAIAB, Panties & Briefs. Its NAICS code is 45811 and its SIC code is 2340.