About Us

Why We Created Upbra

The Upbra bra was developed with 3 goals in mind: First, to create a bra that could give lift and cleavage naturally, without excessive padding. Second, to make that bra fully adjustable, so that women could select the amount of lift they wanted. Third, to make that bra comfortable and able to work for women of all sizes. Our team of designers and engineers at Coolware spent the next 6 years working creating the first Upbra prototype. Once finished, it was then improved using input from hundreds of women around the world who took part in our test panel.

The Upbra has become the most complex bra ever created, with 97 unique design elements. Each of these elements come together to create Upbra’s patented technology, which gives women natural comfort and cleavage in one single bra. Upbra’s unique, patented design stands out in a market where everything looks the same. Our products are characterized by meticulous attention to detail and feature design elements never before seen in the intimate apparel industry.


The Upbra Story

Upbra's Origin

Launched in January 2015, after 6 years of development, Upbra® bras were designed by the Coolware team of engineers and designers (who created Cooltan Tan Through Sportswear) along with the input from hundreds of women around the world. The mission was simple: make a bra that would give lift and cleavage like never before, naturally, without excessive padding. And make it so that women could select the amount of lift they want. And after all that, it would have to be comfortable and make everyone look and feel incredible.

Above image: a screen shot when the Upbra® bra was featured on the CBS show 'The Doctors'

Even before the launch of the Upbra® bra, the CBS television show, ‘The Doctors’ featured it on a segment called, “Cleavage that is Not Surgery”. It aired on national television for millions to see. Upbra® is changing the idea of what a bra should do.

Natural Lift & Cleavage

Women are finding that adjusting their look with an Upbra bra is as simple as a pull of the cleavage adjusting strap. With that much adjustability, almost anyone is now able to get cleavage that they could never have done so before, naturally with what they have, and without having to go under the knife. Some have called the Upbra a paradigm changer in the lingerie/bra industry.

Remember: How far you take it... is up to you!



A Company that Cares

In addition to changing the way women shop for lingerie, Upbra is also changing the industry as a whole through the company. In addition to changing the way women shop for lingerie, Upbra is also changing the industry as a whole through the company’s dedication to changing women’s lives. Upbra exclusively employs women, paying above-average US wages.

Made in USA

Upbra Miraculous Stay-Up Strapless Bra

Of all the bra companies in the U.S., only 3 still manufacture their products here. Outsourcing allows companies to save costs on materials and labor, as well as to increase their profit margin: the average cost of bras made overseas is $4-$7. However, outsourcing often results in products which have lower quality materials, as well as imperfect construction. Upbra bras and swim tops are handmade by our team of skilled seamstresses right here in California. The seamstresses also work closely with our design team and manufacturing engineers, and design improvements are made weekly.

The cost of Upbra bras and swim tops reflects the care and craftsmanship put into each and every product that we manufacture, and we are proud to have all Coolware products fully sourced and constructed in the USA.

Cruelty Free

Upbra also believes in caring for our environment and in the preservation of a clean ecosystem for all of its living beings. As a result, we make every effort to reduce our environmental footprint. All of our products are cruelty free and made in the USA, using recycled components as often as possible.