Our Mission


Pairing luxury fabrics with innovative design, our unlined intimates are made to accentuate your natural form – bringing confidence, comfort, and stylish support to your first layer.

CUUP intimates sit at the intersection of style and function. They’re equal parts modern and timeless, minimal and supportive, soft and strong – breaking the compromise between comfort and true support. Each elegantly engineered silhouette has defining details (sheerness, shape, coverage) that make it iconic in its own right, with the ability to become an eternal style statement that’s free to make your own. 


We’ve placed support at the center of our story from the start, reconsidering its definition and applying it to fit and feeling. We made measurements on real bodies and crafted a dynamic sizing system that delivers the same style and support across 53 sizes.


We believe that sexiness and sensuality are self-defined, and recognize the power that comes from dressing for yourself and feeling supported in your first layer. We want every person who finds their CUUP fit to feel like their most natural selves, empowered in their personal identity and self-defined style.



**If we don’t carry your size yet, we promise to get there. Our design team is carefully researching and diligently developing the next chapter of sizing – refusing to cut corners on our core promise of sensuality, style and support.  


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