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Former Free People and Blackstone Staffers Unveil Bra Brand

Cuup wants to be a bra brand that connects with customers on an empathetic level.
Launched this month by Kearnon O’Molony, Abby Morgan and Lauren Caris Cohan, each founder brought their own issues to the table, which they hope to solve with Cuup.
O’Molony, who previously served as the managing director in Blackstone’s private equity group, spent a year trying to acquire La Perla, but the deal didn’t go through because the company filed for bankruptcy. While researching the intimate apparel market, he found some issues with the market mostly involving fit, inventory and manufacturing. Cohan, who previously worked at Free People, had a hard time finding her bra size. And Morgan, who met Cohan while working at Free People and Vimeo, felt like storytelling within the intimate apparel space was lacking.
With Cuup, they are doing things differently. According to O’Molony, most bra production starts at a 34B and is scaled up and down from that. With Cuup they are creating a bra for each size and have done 80 fittings instead of the typical six to have a better-fitting product that accommodates different bodies. They are also working closely with a bra manufacturer that’s more open to producing this many sizes

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Via:: https://wwd.com/fashion-news/intimates/former-free-people-blackstone-staffers-bra-brand-1202903985/