Los Angeles-based contemporary brand known for its eco-conscious swimwear, lingerie, and effortless resort wear.
ORIGIN
United States
PRICE TIER
contemporary
Founded in 2014 by former Victoria's Secret executive Sharleen Ernster in Los Angeles, Hot As Hell (often stylized as We Are HAH) emerged as a response to the traditional lingerie and swimwear market. Ernster sought to create a brand that celebrated natural bodies without the use of heavy padding or contorting silhouettes. The label fuses European simplicity with a carefree California attitude, offering a range of swimwear, intimates, and resort wear designed for effortless wear and care.