Minimal, luxurious and understated, Boujo Hake is about underwear and basic staples. The founding principle is that true sensuality comes from people themselves, and that people are their best selves in simple, skilfully cut pieces made from exceptional materials. Created and launched in Primrose Hill, London, by neighbours Nadia Boujo and Kathrin Hake, with the help of ethical product developers and manufacturer Intimate Apparel Samples, the brand fills a gap in the slow fashion market.
Sustainability is an integral part of Boujo Hake – materials such as certified organic cotton, recycled cashmere and wild wool are being used and all garments are made in the UK, working with factories that have laws in place to protect the environment as well as their workers. Packaging is minimal and the envelopes are made from recycled coffee cups (a tiny attempt to address the issue of over 7 million paper cups being thrown away every day in the UK, as only 1 in 400 get recycled).
Each creation, whilst decidedly contemporary, draws inspiration from past decades. This nostalgia is evident in designs such as the Grandpa Vest, which was directly inspired by a vest kept and worn some 40 years on from a beloved grandpa. The vest stood the test of time, largely due to its cotton, and Boujo Hake aims for the same – slow fashion.
