CUUP

Underwear shopping rarely feels like an event. Yet in a city crowded with fast fashion, a store that treats basics as design pieces can shift the routine. CUUP does exactly that—replacing mass-market sizing with a system built around individual fit, not industry averages.

The store opened at 477 Broome Street, a stretch of SoHo where boutiques still outnumber chains. The address places it among blocks known for quiet experimentation, where clothing is often sold as a single piece rather than a seasonal trend. No neon signs or sidewalk sales here; just a storefront that blends into the neighborhood’s understated rhythm.

Measurements are taken in-store, then matched to styles that range from seamless everyday essentials to lace-trimmed sets. The process leans on data, not guesswork, and the result is underwear that moves with the body instead of against it. To ask about sizing or availability, call directly—no automated menus or chatbots, just a number: (646) 918-7455.

Directions are straightforward: a map pin drops right on Broome, between Greene and Wooster. For anyone tired of disposable fashion, the trip might feel like a small rebellion. Find the location here.