From Cuurve to Curae: The Next Chapter of Gentle Luxury
Four years ago, I sat at my sewing machine frustrated — frustrated that most underwear seemed to be made for how it looked, not how it felt. Too little fabric, too many harsh seams, and not enough care.
I didn’t come from a fashion background; I simply wanted to make underwear that women could actually live in. So I learned how to sew, sourced soft, sustainable fabrics from small UK businesses, and began producing in Yorkshire.
That’s how Cuurve was born — from the belief that true luxury is comfort that lasts.
Over the last few years, I’ve spoken with women who share that frustration. Women who juggle careers, family, health, and everything in between — and just want something that feels gentle, made beautiful.
Now, as we look towards 2026, Cuurve is evolving.
Why We’re Becoming Curae
Curae (pronounced koo-ray) is the natural next step in our journey — a new name for what Cuurve has always stood for: softness, intention, and care.
When I first started, my focus was underwear. But over time, I realised it was never just about underwear. It was about creating comfortwear — pieces that support women through every part of their day, whether that’s lounging, sleeping, or simply being.
Curae lets us expand thoughtfully. We’ll continue designing from London, but our next chapter will be produced in Portugal — a place known for its exceptional craftsmanship and responsible manufacturing. It’s a move that helps us grow sustainably, while maintaining the same level of quality and integrity that defined Cuurve from day one.
What Stays the Same
Even with a new name, some things will never change.
The fabrics will still be silky-soft, breathable, and kind to skin.
The construction will remain precise — no digging seams, no harsh elastics.
And I’ll still be personally involved in every prototype, every stitch, every fit test.
Curae is not a departure — it’s an evolution. It’s everything Cuurve stood for, expressed with a quieter kind of confidence.
What’s New
Our first release under Curae will be the Cosy Charlotte Shorts, re-engineered in Portugal with hidden elastics for an even smoother, softer fit.
From there, we’ll expand into a small, considered collection of comfortwear: camisoles, bralettes, and longer lounge shorts. Pieces designed to move gently with you — from morning stretches to evenings in.
Curae’s new tagline, Gentle, Made Beautiful, captures the heart of where we’re going.
Looking Ahead
Rebranding a business you’ve built from scratch is emotional. Cuurve has been my home for four years — every order, every email, every message from customers who said, “This is the first pair that actually feels good,” has shaped this journey.
But I believe growth means refinement — doing fewer things, better.
Curae represents that refinement. It’s a new space for softness, still rooted in craftsmanship, still driven by care, but ready for more women to discover what gentle luxury really feels like.
Thank you for being part of Cuurve’s first chapter. Your support — every purchase, every conversation, every repost — has made this next step possible.
I can’t wait to show you what’s next.
With love,
Aileen
Founder, Cuurve → Curae
✉️ Stay in touch
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Or follow along on Instagram @cuurve.co for behind-the-scenes updates.
Shop the last Cuurve pieces here.