The bra industry has long tried to convince women that they are "too big" or "too small". Many companies have demonstrated a lack of thoughtfulness and quality by squeezing women and their breasts into 15 standard sizes. In CUUP, they say you should make a bra that fits your bust, not the other way around. So their vision from the start was to create a line of flattering, comfortable, unrestricted bras for all women. They do not compromise comfort, fit or aesthetics. And these bras can be lifted, molded and supported without crushing or piling up too much material. CUUP designs and manufactures bras that look and feel great in all sizes. It took them two years to realize this vision.