NEW: THE BIKE SHORT

Black. White. Everything You Need.

Meet the Bike Short, plus the everyday layers that go with everything.

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Camellia, Again

Because some colors deserve another moment.

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

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Best Seller
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Daily Embrace

$68

4.9
Rated 4.9 out of 5 stars
1,547 Reviews
Best Seller
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Daily Racerback

$68

4.9
Rated 4.9 out of 5 stars
938 Reviews
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Daily Scoop

$68

4.8
Rated 4.8 out of 5 stars
179 Reviews
New
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Bike Short

$42

Best Seller
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Daily Embrace Adjustable

$68

4.8
Rated 4.8 out of 5 stars
564 Reviews
1+
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Bra Tank

$68

4.8
Rated 4.8 out of 5 stars
54 Reviews
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Cotton Short

$42

5.0
Rated 5.0 out of 5 stars
1 Review
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Daily Hipster 6-Pack

$58

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Invisible Thong

$18

5.0
Rated 5.0 out of 5 stars
5 Reviews
white / black

Daily Socks

$14

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

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Why Huug?

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

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Regular Foam
EnMeshed Tech™

The worldhas evolved.The bra hasn't.

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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