CUUP is a New York intimates brand launched in 2018 that makes mostly unlined bras, along with underwear, swimwear and loungewear. It was co-founded by Abby Morgan and sold online, and in July 2023 it was acquired by FullBeauty Brands, the New York plus-size apparel group. It now operates as one of that company's labels.
The unlined bet
Most American bra brands in the 2010s were built on the molded foam cup. It gives a smooth, rounded shape under a T-shirt and hides the nipple, which is why the T-shirt bra became the default at department stores and malls.
CUUP went the other way. Its core product is the unlined bra, with cups cut and sewn from single layers of fabric rather than molded foam. The brand's own description is that its unlined intimates are made to accentuate the wearer's natural shape, pairing fine fabrics with careful design. That means visible seams, a more natural silhouette and lighter weight. It also means the fit has to be right, because there is no padding to hide a gap.
The fabric list reflects that focus on hand and drape: modal, mesh, lace, cotton, silk rib, satin and pointelle. The core shapes are named for their cut, including a plunge, a balconette, a strapless and wireless styles.
Sizing as the product
An unlined bra lives or dies on its pattern, so CUUP built its business on sizing. The brand describes a dynamic sizing system developed from measurements taken on real bodies. On its about page it lists 53 sizes; its homepage advertises 67. Whichever figure is current, the range is wide for a young brand, and CUUP adds a promise that if it does not carry a customer's size yet, it intends to.
The brand also offers free exchanges. For a company selling bras online, that policy is close to essential. A bra that arrives in the wrong size is a common reason shoppers give up on buying lingerie online, and an easy exchange keeps them around long enough to find the right one.
Beyond the bra
The range grew outward from the bra. Underwear covers high-waist, thong, bikini and brief cuts, built to match the bras in fabric and color. Swimwear and a lounge and apparel line followed, along with accessories.
Sold to FullBeauty
In July 2023 CUUP was bought by FullBeauty Brands. The buyer is an old company by retail standards, founded in 1901 and based in New York City. Since 2019 it has been majority-owned by Goldman Sachs, Oaktree Capital Management and Clearlake Capital Group. Its stable is built around plus-size women's clothing, with labels such as Woman Within, Roaman's, ELOQUII, June and Vie, and Swimsuits For All.
FullBeauty describes CUUP's range as covering A to H cups and 30 to 50 bands. That upper limit is the interesting part. A 50 band is far beyond what most fashion lingerie labels make, and it fits the customer base FullBeauty already serves. CUUP's own site now lists it alongside sister brands including Dia & Co, ELOQUII, Avenue, June and Vie and Swimsuits For All.
A minimal brand in a plus-size house
The pairing is less odd than it looks. CUUP's style was always plain: clean lines, little decoration, muted colors and sheer fabrics. That kind of design scales across sizes more easily than heavily embellished lingerie, because there is less ornament to redraw for each cup. A plus-size group with an established customer list and a minimalist unlined bra label each had something the other lacked.
What CUUP looks like today is a direct-to-consumer brand that has become a house label. Its tagline still talks about luxury fabrics and innovative design. Its ownership now sits with a company founded in 1901 and the investment firms that control it, and its size chart, running to a 50 band, is written in the terms of its new parent.