78% matchKYE intimates
Softer, wire-free minimal bras in muted neutrals
What changes: Much smaller scale, deadstock-driven, narrower size range
Brand profile
CUUP
New York direct-to-consumer intimates brand making lightweight, minimally constructed bras and underwear across an extended size range.
New York CityOrigin
WomenswearFocus
Minimalist / ContemporaryStyle
$$Price
4 brands like CUUP like KYE intimates, Skims, Eberjey →
What to know about CUUP
Size range is the argument
The launch line ran four bra shapes and two bottoms across 35 sizes, roughly double the 17-size grid most intimates brands stock.
Unlined, minimal construction throughout
Bras are lightweight and barely built — plunge, scoop, balconette and demi cuts in muted solids and sheer mesh, with matching briefs, thongs and bodysuits.
Direct-to-consumer with in-person fittings
Sales run mainly through shopcuup.com, backed by Forerunner Ventures and Lerer Hippeau, with fitting appointments available at the brand's Soho space.
If you like CUUP
78% match
73% matchSkims
Size- and shade-inclusive DTC underwear at scale
What changes: Shapewear-led and celebrity-marketed rather than fit-appointment lingerie
68% matchEberjey
Soft modal intimates with a quieter, lived-in feel
What changes: Sleepwear-first rather than structured bra fitting
66% matchHara The Label
Wire-free bamboo bralettes in earthy inclusive sizing
What changes: Crunchier eco positioning, less New York minimalism
Brand facts
CUUP is a New York direct-to-consumer intimates label founded by Abby Morgan, Lauren Cohan and Kearnon O'Molony, with a first collection of four bra styles and two bottoms offered across 35 sizes rather than the industry-standard 17. The range centres on lightweight, minimally constructed everyday bras — plunge, scoop, balconette and demi shapes — plus briefs, thongs and bodysuits in muted solids and sheer mesh. The brand runs fitting appointments from its Soho space and sells mainly through shopcuup.com. Investors include Forerunner Ventures and Lerer Hippeau.
- Founded
- 2017
- Origin
- New York City, United States
- Made in
- China, Asia
- Price
- $$
- Focus
- Womenswear
- Facts checked
- August 2026
- Styles
- Minimalist / Contemporary, Athleisure / Sportswear