Meet Alexa Suter, founder of your new favourite Vancouver-based underwear brand Huha! After years of suffering the discomfort and irritation of ill-fitting synthetic underwear, Alexa took it upon herself to make a much-needed change. By combining self-care, natural materials into her products and inclusivity, Huha has flipped the underwear industry on its head. Want to learn more about Alexa and her innovative business? Keep on reading!
Blooming Businesses: Alexa from Huha
Q: The story of how Huha was founded is so interesting, can you tell us a bit more about the Huha origin story?
A: I started Huha, like so many other founders, from a personal problem. I’ve always been rather sensitive to fabrics and in my mid-twenties, I was experiencing recurring UTIs. I was told to wear cotton underwear, but I had difficulty finding cotton underwear that I liked and that felt good on. So that’s when I started researching fabrics to see what other options were out there, and I discovered that there were so many better fabrics than cotton for women’s health that weren’t widely or commonly used in underwear.
Q: Who is your biggest inspiration?
A: I’m not sure that I have a single answer, but I’m always inspired by other entrepreneurs and entrepreneurial minded individuals. I love seeing young, budding entrepreneurs starting eCommerce businesses and recently came across an 8 year old with an eCommerce brand, which I thought was so cool!
Q: Huha has grown from strength to strength since its launch, can you tell us a bit about why you think the brand has been received so well?
A: I think it’s a combination of our product and how we speak to our customers. We found product market fit from the start with our Kickstarter campaign; it was immediately obvious that there was a need and a want for a product like our Mineral Undies. And since our inception, we’ve opted to treat and talk to our customers like they’re our friends. We want to uplift and inspire women to accept and love themselves for who they are, and I think that shines through in our marketing and each interaction we have with our customers.
Q: What does a typical day in the life of Alexa look like?
A: My days are always diverse and different, but there are always two constants: problem solving and decision making! I love problem-solving and making things better and more efficient, so that part comes naturally to me. But the decision making part can be tough at times. I lean on my team to give me insights into the business and we often make big decisions for the business together.
Q: What is the one Huha product you couldn’t live without?
A: My go-to has always been the original Huha Mineral Thong, probably because I spent the longest time developing this style. My goal with this style was to create the comfiest thong ever, and it’s been a big success and fan favourite amongst our customers!
Q: Huha is a female-founded and environmentally friendly brand (love to see it), what would you say your brand’s core values are?
A: We’re big on inclusivity and equality. We envision a world where everyone is accepted and loves and accepts themselves for who they are. My biggest goal as a team leader is to help people live the lives they love. I figure if I can do it, everyone can. We also recognize that everyone is human – everyone has their unique struggles and challenges – and we try to be as kind as we can to every individual we interact with, whether our customers or team members.
Q: Who will you be gifting your next Bear’s Blooms box to and why?
A: Probably a team member to thank them for their hard work!
Q: We heard that you have something very exciting launching, can you tell us a little bit about the new Bikini launching soon?
A: Sure thing! The Bikini Mineral Undies is a style that’s long been requested from our customers. We launched with two styles (the Thong and Cheeky) and we expect the Bikini to be a great rival to the Cheeky, providing fuller coverage and becoming a great staple underwear style in everyone’s wardrobe.
Q: What hopes, aspirations and goals do you have for Huha in the future?
A: First and foremost, I want Huha to be the best and most comfortable, healthy undies for women. I think we are already doing this very well and on the path to be more internationally known and recognized. I’d love to see Huha expand its offerings into the menstrual and wellness spaces, and I can foresee us doing some cool product collabs in the future too! But most of all, I’d love to see Huha continue to build an incredible team of diverse, unique, kind, and skilled individuals, and a workplace that feels more like home than ‘work.’
Q: If you had to give just one piece of advice to someone hoping to start their own businesses, what would it be?
A: Get started now, and get started wherever you can. Every entrepreneur is going to have a different starting point in their business journey, depending on their natural skills, education, experience and connections. I could have let the fact that I didn’t have a fancy fashion degree, know anyone with a clothing business, or have a background in manufacturing hold me back from starting my business, but instead I said: ‘Hey, I have a sewing machine. Let me go to the fabric store and make myself a pair of underwear.’
Shop Huha : www.hu-ha.com
Follow them on Instagram : @wearhuha
Watch their viral TikToks : @wearhuha
Use code: BEARSBLOOMS15
*This is for 15% off your next Huha order.
Check out the last Blooming Businesses feature here.