CUUP

CUUP is a New York direct-to-consumer intimates label founded by Abby Morgan, Lauren Cohan and Kearnon O'Molony, with a first collection of four bra styles and two bottoms offered across 35 sizes rather than the industry-standard 17. The range centres on lightweight, minimally constructed everyday bras — plunge, scoop, balconette and demi shapes — plus briefs, thongs and bodysuits in muted solids and sheer mesh. The brand runs fitting appointments from its Soho space and sells mainly through shopcuup.com. Investors include Forerunner Ventures and Lerer Hippeau.