HOAX 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.