We are HAH

We are HAH is an American sustainable swimwear and bodywear brand founded by Sharleen Ernster. Its name stands for Hot As Hell, and it makes unpadded swimwear from a corn sugar based fabric.

What is We are HAH?

We are HAH is a US swimwear and bodywear label founded by Sharleen Ernster, who previously led lingerie and swim departments at brands including Victoria's Secret and Guess. HAH is an acronym for Hot As Hell, and the name is also meant to sound like laughter, a playful nod to doubts about starting an independent venture.

Products and positioning

The brand designs swimwear marketed as naturally fitting, without padding. Signature pieces have included:

• A DIY top that can be styled in more than eight ways
• The GHAHdess one-piece
• Mix-and-match bottoms and tops

Pricing has ranged from around 88 US dollars for a bottom to 300 US dollars for a one-piece, placing the label in the premium swim segment.

Sustainability

Sustainability sits at the centre of the brand. We are HAH uses EFL, a fabric based on corn sugar that is chlorine-resistant and suited to digital printing. It also avoids single-use plastic and decorative packaging, uses reusable bags made from recycled materials and chooses lower-impact delivery methods even where they cost more.

Distribution

The label sells direct to consumers through its own website and has been stocked by retailers such as Planet Blue and SwimSpot.

Why it matters

We are HAH is an example of a founder with big-brand category experience building a niche label around material innovation and a body-positive, unpadded fit.

Frequently asked questions

What does HAH stand for in We are HAH?

HAH stands for Hot As Hell, and the name is also meant to sound like laughter.

Who founded We are HAH?

We are HAH was founded by Sharleen Ernster, a former head of lingerie and swim at brands including Victoria's Secret and Guess.

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