NEW COLOR

Navy

An Honorary Neutral

Shop Navy

Fall Collection Feat. Enmeshed tech™

Fall into sculpt that actually feels good.

SHOP BRAS
Breathable mesh interior Washer- and Dryer-Safe Quickdrying for sweat and swim No removable pads

What's New

Surprise Sale Best Seller
Daily Racerback in Navy, bust close-up of the racerback bra on a clear display form

Daily Racerback

$61.20 – $68

4.9
Rated 4.9 out of 5 stars
983 Reviews
2+
Surprise Sale Best Seller
Daily Embrace in Navy, bust close-up on a clear display form showing the smooth seam-free cups and wide straps

Daily Embrace

$61.20 – $68

4.9
Rated 4.9 out of 5 stars
1,711 Reviews
4+
Surprise Sale
Bra Tank in Chai, front view worn by a woman with long wavy hair, hands on hips

Bra Tank

$68 $61.20

4.8
Rated 4.8 out of 5 stars
65 Reviews
2+
Surprise Sale New
Bike Short in Sage, front view worn by a woman with natural curly hair, with a matching strappy sports bra

Bike Short

$37.80 – $42

5.0
Rated 5.0 out of 5 stars
4 Reviews
Surprise Sale Best Seller
Daily Embrace Adjustable in White, front view worn by a woman with a ponytail, arms behind her back

Daily Embrace Adjustable

$61.20 – $68

4.8
Rated 4.8 out of 5 stars
639 Reviews
2+
Surprise Sale Final Sale Low Stock
Invisible Plunge in Chai, front view worn by a woman with long blonde hair, arms relaxed, with contrasting briefs

Invisible Plunge

$72 $64.80

4.9
Rated 4.9 out of 5 stars
242 Reviews
2+
Surprise Sale Final Sale
Daily Hipster 6-Pack in Stone, flat lay of six hipster briefs in two columns on a plain backdrop

Daily Hipster 6-Pack

$58 $52.20

Surprise Sale Final Sale
Daily Socks in White / Chai, close-up of a hand pulling up a striped crew sock with HUUG lettering

Daily Socks

$12.60 $11.34

Surprise Sale Final Sale
Daily Hipster in Camellia, front view worn by a woman with long wavy blonde hair, with a matching bralette

Daily Hipster

$16.20 – $18

4.7
Rated 4.7 out of 5 stars
18 Reviews
2+
Surprise Sale
Cotton Short in White, front view worn by a woman with natural curly hair, hands on her hips, with a matching bra top

Cotton Short

$35.70 $32.13

5.0
Rated 5.0 out of 5 stars
4 Reviews

Meet our patented

EnMeshedTech™

Invisible in-sewn mesh — no bulky foam or shifty padding — makes wearing and washing effortless.

Why mesh matters

Breathable

Invisible mesh interior for the sculpted look, no metal required.

Versatile

Flex from work day to workout to night out — and even a quick swim.

Durable

Built different for carefree machine washing and drying. Yes, really.

100,000+ Happy Customers

Shop all categories

Bras
Underwear
Daily Socks in White / Black, close-up of ribbed crew socks with HUUG lettering worn with sneakers | white / black
Apparel

Why Huug?

We replaced foam pads with our patented EnMeshed Tech™ to create wire-free support for all-day, everywhere wear.

Comparison right
Comparison left
Regular Foam
EnMeshed Tech™

The worldhas evolved.The bra hasn't.

GENIE'S FAVORITES

Retired from tennis, and bad bras

Former superstar tennis player Genie Bouchard hated her bras. Not anymore.
Shop her favorites.

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"I love that this bra gives the bust a natural shape, rather than flattening or giving the appearance of a uniboob."

PEOPLE MAGAZINE

The 18 Best Wireless Bras, Tested by Women

“No one loves their bra — and I knew it didn't have to be that way.”

After 25+ years designing for the world's leading intimate brands, I finally decided to build the bra I'd always wanted to make.

Our story

Meet Jen

Founder & CEO