We caught up with Abby Morgan, co-founder and CMO of CUUP, to talk about disrupting the bra industry and why listening to your intuition is so important.
Brooklinen: Where did you see a void in the Bra industry and how did you aim to fill it with CUUP?
Abby Morgan: We saw a void in the bra industry in both positioning and product. Modern women don’t want to be excessively enhanced or pushed up anymore; they want to embrace their natural shape. We wanted to create a bralette that lifts, shapes, and supports, without excess materials that pinch or bulk. So CUUP began with a collection of flattering, comfortable, and unrestrictive bras built for all women - that doesn’t compromise comfort, fit, or aesthetic. We also aimed to create a brand that supports women both literally with our product, and figuratively with our content and community.
Working in fashion for the past five years, I was never able to find a bra that supported me like a sports bra, styled and shaped like a bralette, and was actually offered in my size. This felt like a massive opportunity, as it’s what women want! Most competitors offer around 17 sizes and cap at a D cup, while the majority of the population is a D cup or larger. We aimed to change that. CUUP currently offers 45 sizes and will be expanding to 55 sizes soon.
What is the first thing you do when you wake up and the last thing you do before bed?
The first thing I do in the morning is drink a large glass of lemon water followed by a juice. Then I do my morning skincare routine. At night, I wind down with a large glass of lemon water and my evening skincare routine. The routine feels like a very calming way to wind into and out of the day.
What have you learned about yourself since launching your own business?
I’ve learned that taking care of yourself and working to fully tap into your intuition is critical to being successful. There’s so much noise currently, and it’s difficult to navigate the news cycles and issues happening in the world. I need to make sure I’m healthy in order to feel happy through these times and lead with intention.
Have you found any new hobbies/routines since quarantine that have brought you comfort?
I really love being in nature more and realize it’s critical to being healthy. I’ve got into a better routine of working out at home. While I miss the energy of a studio and instruction of a teacher, I’m finding a way to motivate myself solo and get outside more. I’m fortunate to have an opportunity to live in the Catskills and have taken my garden very seriously this year as well as the seasonal opportunities the mountains offer.
What is your favorite Brooklinen product?
That’s a tough one... Everything? Seriously though, the Linen sheets and Heathered Cashmere are incredible!
