Mission & Story


Hook was launched in 2020 (previously known as Floraison).

At Hook, we're all about boosting your confidence and spicing up your wardrobe with our comfy, cute & sassy lingeries, bras & panties. We believe that every woman deserves to feel fabulous in their own skin, which is why we offer a range of sizes and styles to suit all body types. From sexy lace to seamless chic styles, we've got you covered (or uncovered, if that's your thing!). And we're not just about making you look good – we will keep surprising you with latest technologies used in our undergarments such as our innovative leakproof panties, seamless panties and bras.

Join our community of confident, quirky women.