Huug, the washable and dryer-safe intimates brand, is scaling as demand grows for bras engineered to perform in everyday life. Established in 2023, Huug was built to bring innovation to one of the most worn garments in a woman’s wardrobe. While traditional bras still rely on foam, underwire and delicate-care construction, Huug bras are designed with the brand’s proprietary technology, EnMeshed Tech, to help maintain shape through repeated wear and wash. All styles are wire-free, foam-free, fully machine-washable, and dryer safe.
“Women want bras that keep up with the way they actually live,” said Jennifer Doll, cofounder and designer of Huug, who brings more than 25 years of experience designing bras for major national brands. “They move between work, workouts, travel and home. The product needs to support that reality without extra effort.”
Huug’s technology-led approach has resonated with consumers seeking versatility, durability and fewer compromises. Customers frequently purchase multiple bras at a time and return regularly, reflecting a shift away from occasional replacement toward building a dependable everyday wardrobe.
Huug’s momentum is reinforced by strong commercial performance. Following a $6 million Series A led by Kaylim Capital, the company is on track to exceed $10 million in revenue in the coming year. Huug has sold over 100,000 bras in the past year, driven by high repeat purchasing and sustained demand.
“Bras are worn every single day, yet the category has remained largely unchanged,” said Eli Blumstein, cofounder and chief executive officer. “We started Huug to bring innovation to an essential product. Our focus is to build fewer, better styles that can scale across silhouettes, sizes and categories.”
Huug’s current assortment includes core bra and underwear styles, with plans to expand silhouettes, sizing and categories as the brand continues to grow. The company is also exploring broader retail distribution, building on early boutique partnerships and expanding access to its products through additional channels.
