Our Story

Luva Huva began with a pair of knickers, handsewn by our founder Joanna in 2004. The brand was born in 2009 as a lingerie stall at Portobello Market in London. Our designs quickly made it onto the pages of Vogue, The Financial Times, The Guardian and Stylist magazine.

Back then, we used vintage fabrics, but we soon added sustainable fabrics like bamboo and organic cotton to meet growing demand.

Transparency is everything at Luva Huva. These garments are your most intimate, sitting flush with your skin day and night. You deserve to know what goes in them. Everything, from the design to the fabric choice is carefully considered. And we’re always reviewing our environmental and social actions and impact to see what more we can do.


I’m Joanna, Luva Huva’s founder and the eyes, hands and heart on every stage in the process, from design to production.

My love for lingerie began when I studied textiles at the University for the Creative Arts. Even after all these years, I love spending my days working with soft, sustainable materials to create elegant garments. My greatest joy is helping you feel happy, comfortable and beautiful from the inside out.

We love hearing from you. If you have questions, comments or suggestions, send us an email at sales@luvahuva.co.uk

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