About The Company
CUUP is on a mission to redefine the way women look and feel in their underwear.
For years, our many female forms have been squeezed into a few standard sizes. When we don’t fit the standard, we’ve been asked to compromise: our confidence, our sensuality, our sense of belonging.
We created CUUP to challenge these standards with elegantly engineered solutions. We threw out a century-old sizing system and made our measurements on real bodies. We swapped frills and excess for clean silhouettes. We sourced fabrics with luxury feel and performance strength. We challenged the notion that sensuality is anything other than a self-defined state of being.
We spent two years making foundational revisions to a woman’s intimate expectations. The result is a collection of iconically unlined bras designed to accentuate, not alter, the female form.
With every woman who finds her fit, CUUP is shaping a modern legacy of sensuality.
Thanks for being part of the new narrative.