LIMITED EDITION

Ruby

A Red Flag Worth Keeping

Shop Ruby

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 Ruby, front view worn by a woman with long dark hair, hand resting at her neck, with a thong

Daily Racerback

$61.20 – $68

4.9
Rated 4.9 out of 5 stars
991 Reviews
3+
Surprise Sale Best Seller
Daily Embrace in Ruby, front view worn by a woman with both hands in her curly hair, with dark briefs

Daily Embrace

$61.20 – $68

4.9
Rated 4.9 out of 5 stars
1,745 Reviews
5+
Surprise Sale Final Sale Low Stock
Invisible Plunge in Ruby, front view worn by a woman with long wavy blonde hair, with matching briefs

Invisible Plunge

$61.20 – $68

4.9
Rated 4.9 out of 5 stars
249 Reviews
2+
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
67 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

$42 $37.80

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

$68 $61.20

4.8
Rated 4.8 out of 5 stars
652 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 $29

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

$14 $12.60

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

$18 $9

4.7
Rated 4.7 out of 5 stars
19 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

$42 $37.80

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