Abby Morgan created Cuup because women deserve sexy bras that actually fit well

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If you wear a bra every day, you probably know the struggle of feeling like you have to choose between fashion and function. For a long time, the most comfortable bras weren’t always the sexiest. And the reverse was usually also true; the prettiest bras typically didn’t do much in the support department.

Luckily, the days of sacrificing good looks for good feels have to come to an end. Many lingerie brands have committed to creating bras that really do have it all, and CUUP is one of them.

When faced with the reality that “women have been asked over the years to choose between a bra that fits well, and one that makes her feel sexy,” Abby Morgan took a stand. Using her past experience as a marketing executive, Morgan launched CUUP with a focus on clean silhouettes and “fabrics with [a] luxury feel and performance strength.”

One thing you’ll notice about all CUUP bras? There’s not a whole lot of padding, boning or excess. That’s because the unlined bras are intentionally “designed to accentuate, not alter, the female form.”

With several best-selling styles in the CUUP collection, Morgan is focused on size inclusivity. “Size expansion has always been a priority for CUUP, yet for us, it is far more complicated than adding an extra inch,” Morgan explains. “As a company, we pride ourselves on being an innovation-led brand, not a fast fashion company, so for every new size, we do rigorous testing, which many other brands skip when prioritizing speed over support. On the horizon, we are excited to roll out our next chapter of sizing this year that will include 40 bands as well as other exciting additions to the CUUP collection!”

Though Morgan has created a devoted community around bras, she recognizes something larger at stake. “We really believe brands should be catalysts for change and stand for more than just the product they sell, and we’re achieving that,” she says. “We want to connect our audience to a larger global community, expanding her horizons and being a thought leader in the most intimate conversations.”

Check out what real women have to say about a few of CUUP’s most popular styles below.

Shop: The Triangle, $68

Credit: CUUP

“This is the most versatile bra I own!” one shopper raved. “I can wear it under anything; between the cut and the smooth fabric, it just disappears under clothing. The microfiber is so soft and the wire really is next-level comfortable, sturdy enough but doesn’t dig in. I am so thankful that Cuup is inclusive of a variety of sizes.”

Shop: The Scoop, $68

Credit: CUUP

“Best Bra Ever,” wrote one happy shopper. “So stoked I found these, and I got all my friends hooked! As a bigger chested lady, these are IT.”

Shop: The Plunge, $68

Credit: CUUP

“Obsessed!” is how one satisfied customer described the Plunge bra. “I always hate bra shopping because it feels like nothing is ever perfect until this bra. The fit on my shape is amazing. So comfortable. I feel so sexy in this! Buying in every color offered.”

Shop: The Balconette, $68

Credit: CUUP

After trying the Balconette bra, one woman wrote, “I wasn’t sure I would love the fit of the balconette bra on me, but I love it. Something about this style feels fun and flirty, but still very functional as an everyday bra.”

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