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CUUP launched in November 2018 as a direct to consumer brand. Known for their collection of unlined luxury bras, the company’s intimates sit at the intersection of style and function. They’re equal parts modern and timeless, minimal and supportive, soft and strong – breaking the compromise between comfort and true support. The CUUP team leads with an inspired and customer focused lens, strong and diverse business building experience, market fluency, industry defining instincts, and with a passion for design and innovation excellence.

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