Honoring Generations of Care
CUFT® is more than just an intimate apparel brand—it’s a heartfelt tribute to the generations of strong, selfless women who came before us.
As a mother-daughter team, we’ve witnessed firsthand the power of women in shaping communities, nurturing families, and creating traditions of care. Inspired by the resilient Italian women in our family, CUFT was born from a deep-rooted belief that true care starts from within.
Intimate Health and Sustainability: A Cultural Shift
The connection between intimate health and sustainability is undeniable. The fashion industry, particularly the underwear sector, has long been dominated by synthetic fabrics laden with chemicals that not only affect women’s health but also contribute to significant environmental waste. Through our travels and research, we uncovered a shocking truth—millions of pounds of synthetic underwear are discarded daily, polluting our planet and harming personal well-being.
At CUFT, we are committed to changing this narrative. Our underwear is designed using non-toxic, compostable, and microplastic-free materials, offering a healthier alternative for women while drastically reducing environmental impact. This shift is not just about creating better products—it’s about fostering a movement where self-care and sustainability go hand in hand.
Choosing Better for You Underwear™ is more than just a fashion choice; it’s a statement of self-respect and global responsibility. By normalizing discussions around intimate health and sustainability, we empower women to reclaim autonomy over their choices and demand higher standards from the industry. CUFT is not just setting a trend—it’s setting a new standard for what women deserve.
Giving Back
A Commitment to Women’s Health
Giving back has been a guiding principle in our lives, instilled in us from a young age through volunteer work with the National Charity League. These experiences ingrained in us the belief that essential feminine products—like underwear and hygiene items—should never be a luxury.
With CUFT, we made a commitment: for every three pairs of underwear sold, we donate one to women’s shelters. Underwear is one of the most requested yet least donated items in shelters, and by providing breathable, non-toxic options, we’re not just offering physical comfort—we’re restoring confidence and dignity to women in need.
But our mission doesn’t stop at donations. We are actively developing an educational workshop series in Los Angeles to raise awareness about intimate health, helping young women make informed choices about their bodies. Through education, advocacy, and philanthropy, CUFT aims to create lasting change, ensuring that every woman—regardless of circumstance—has access to essential self-care.
As a mother-daughter duo, our creative process thrives on a balance of vision and execution. One of us dreams big, pushing the boundaries of innovation, while the other ensures that every idea is grounded in practical application. This synergy allows CUFT to remain purpose-driven while evolving with the times.
What keeps us aligned is our shared mission: empowering women, promoting self-care, and driving positive change. We inspire each other daily by staying true to our roots, challenging each other’s ideas, and constantly pushing for ways to make CUFT more impactful. Our journey is about more than just building a successful brand—it’s about leaving a legacy of care, sustainability, and empowerment for generations to come.
CUFT is not just about what women wear—it’s about how they feel, how they care for themselves, and how they contribute to a healthier world. Together, we are shaping a future where self-care is not an afterthought but a fundamental right.
