About Us

HOAX THE LABEL

Our Inspiration

The Birth of HOAX the Label: A Story of Passion, Beauty, and Purpose

HOAX the Label began as a dream nurtured and inspired by the ideas of love and nature. The name, HOAX, carries a deep, symbolic meaning — a fusion of hearts, orchids & kisses. The Heart (H) symbolises: passion, love, and connection. While the Orchid (O), with its elegant and exotic presence, represents beauty, sophistication, and rarity. Together, they form the essence of the brand, an interplay between nature’s grace and the power of human emotion. And (A) Kisses (X) the final piece of our story, symbolize the intimate, powerful moments that make us feel alive and unforgettable.

It all started with a simple yet profound belief: that clothing, like swimwear, should create memories, spark confidence, and allow women to embrace their inner allure.

From the very beginning, the goal was clear: to craft luxury swimwear that celebrates women, empowering them to feel radiant and powerful in their own skin. HOAX was not just about fabric or fashion; it was about building a bridge between nature's finest elements and humanity’s most heartfelt emotions. The sustainability aspect was equally important, honouring the environment while creating something timeless and bold.

Our brand

HOAX the Label is where every piece is a kiss of sophistication. Where luxury and sustainability are not trends — they are a way of life. Our mission is to craft timeless, statement-making swimwear for consumers who value both exquisite design and conscious choices. Every piece we create embodies the essence of slow fashion: bold, eye-catching designs that you’ll love to wear on every vacation, season after season. It's crafted for all your experiences; special occasions, visiting your next 5 star hotel, being by the water reading a book, laughing with friends or even intimate moments with a lover.

HOAX the label

Our Values

Sustainability is as much of a core value as women empowerment. We believe preserving our planet for future generations is vital and should be a global practice. We commit to this value through sustainable fabrics, ethical partnering, and compostable and recyclable packaging. This ensures that you can shop guilt-free swimwear that looks as good as it feels, whilst supporting a clean and healthy planet.

Read here for more information about Sustainability at HOAX:

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Our Mission

At HOAX , we also believe in creating high-end fashion ethically. Our process is intentional, with every design made thoughtfully and slowly. Each piece is an investment in quality, not quantity, designed and intended to empower femininity and confidence.

We know the importance of shopping mindfully, especially in a world dominated by fast fashion. That's why HOAX the Label encourages women to invest in staple pieces that stand the test of time. Our swimwear isn't just something you'll wear once and retire to the back of your closet. Each design is meant to become a cherished part of your wardrobe—a go-to look that’s always packed for your next getaway. It’s a swimsuit that makes you feel like the main character, no matter where you are.

At the heart of our brand is the belief that when women embrace their allure in their attire, they can fully cherish life’s grand adventures. HOAX the Label invites women to join us in celebrating their beauty, elegance and strength while making a positive impact on the world around them.

HOAX THE LABEL