The investment was led by District Ventures Capital—Arlene Dickinson’s venture fund supporting Canadian consumer brands. This represents a huge milestone for a Canadian brand—and the largest Dragons’ Den deal in history.

Vancouver-based underwear brand Huha, known for its mineral-infused, breathable basics, has just received a $20 million investment led by District Ventures Capital, the venture fund headed by entrepreneur and Dragons’ Den investor Arlene Dickinson. Co-investors include Export Development Canada.

This marks District Ventures’ largest investment to date and the biggest Dragons’ Den deal ever—a major moment for the Canadian DTC apparel landscape.

Founded in 2019 by Alexa Suter, Huha has quickly built a cult following for its innovative approach to “skin-layer” garments made with TENCEL™ and SMARTCEL fabrics, including liners spun with soothing, natural zinc oxide. What began as Alexa’s personal search for healthier options in women’s intimates has grown into a brand redefining comfort, wellness, and everyday essentials.

According to District Ventures, Huha’s strong vision, consumer demand, and category leadership played a key role in the decision. “We see tremendous potential in Alexa’s vision,” said Dickinson.

Dickinson posted to threads with the news:

View on Threads

The new funding will fuel:

• Continued product innovation
• Expanded market reach across North America
• Category leadership within women’s intimates and comfortwear

For a Canadian-founded brand to raise a round of this size—especially in apparel—is notable. It signals growing investor confidence in consumer-first product innovation coming out of Canada.

Huha is proudly listed in The Canadian Edit directory.

Read the full press release from District Ventures Capital →