cuup

Launched in 2018, the New York-based intimates brand Cuup was founded to challenge the traditional lingerie industry's narrow standards of fit and beauty. The brand’s core mission is to provide stylish, unlined bras that don’t force a compromise between support and a minimal, modern design, particularly for the two-thirds of American women who wear a D-cup or larger. Founders Abby Morgan, Kearnon O'Molony, Lauren Caris Cohan, and Chrisden Ferrari developed a dynamic sizing system with over 53 sizes, engineered from measurements taken from real bodies to ensure a consistent and comfortable fit across all styles.

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