Huug Reaches U.S. Patent Milestone for Washable, Dryer-Safe Bras

Demand grows for wire-free, foam-free bras that can withstand everyday wear and care.

Published on Feb. 13, 2026

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Huug, a women-founded intimates brand, has reached a U.S. patent milestone for its proprietary EnMeshed Tech that enables its bras to be fully machine washable and dryer safe. The company is scaling to meet growing demand for bras designed to support women's active lifestyles without the need for extra care.

Why it matters

Huug's technology-led approach is disrupting the traditional bra market, which has long relied on delicate materials and construction. By offering durable, versatile bras, Huug is providing women with an essential wardrobe staple that can keep up with their busy lives.

The details

Huug bras are wire-free, foam-free, and built with the company's proprietary EnMeshed Tech to maintain shape through repeated wear and wash. The brand was founded in 2023 by veteran bra designer Jennifer Doll and entrepreneur Eli Blumstein, who saw an opportunity to bring innovation to an overlooked category. Huug's focus on comfort, durability, and modern construction has resonated with consumers, leading to strong commercial performance and over 100,000 bras sold in the past year.

  • Huug was founded in 2023.
  • Huug reached a U.S. patent milestone for its EnMeshed Tech in February 2026.

The players

Huug

A women-founded intimates brand focused on comfort, durability, and modern bra construction.

Jennifer Doll

Cofounder and designer of Huug, with over 25 years of experience designing bras for major national brands.

Eli Blumstein

Cofounder and chief executive officer of Huug, an entrepreneur who saw an opportunity to bring innovation to the bra category.

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What they’re saying

“Women want bras that keep up with the way they actually live. They move between work, workouts, travel, and home. The product needs to support that reality without extra effort.”

— Jennifer Doll, Cofounder and Designer (EINPresswire)

What’s next

Huug is exploring broader retail distribution, building on early boutique partnerships and expanding access to its products through additional channels.

The takeaway

Huug's innovative approach to bra design, focused on comfort, durability, and versatility, is resonating with consumers and disrupting the traditional bra market. The company's success highlights the demand for essential wardrobe staples that can keep up with women's active lifestyles.