This Company Is Challenging the Traditional Bra Business Model

Cuup aims to offer a bra for all ages, shapes and sizes


Not many women think about refreshing their bra drawer, which is a consumer trend that DTC intimates brand Cuup is trying to break. “These are things that we wear every single day,” explained CMO Abby Morgan. “We should be updating them to make sure we feel supported.” 

Cuup’s mission manifests itself in the design of its logo, which resembles the body parts being supported, and the company’s tagline: “We Support You.” But Cuup doesn’t stop at just supporting breasts, distinguishing itself from the competition by focusing on form and function and providing comfortable and functional bras for women of all shapes and sizes.

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