Meet SoftLift™ — flexible everyday support without the rigid underwire.
Wireless · Soft · Supportive
Designed around comfort, SoftLift™ combines flexible support with a smooth, flattering shape — without a traditional underwire.
CMFY
Wireless support designed for all-day comfort.
£34.95
Fitted cut with firm support — we recommend one size up from your usual size.
You save £10.00
Free UK delivery included
Pay securely at checkout.
Support shouldn’t have to feel uncomfortable. SoftLift™ was created around a different idea.
You can have both.
Comfort + support.
01
Flexible support without the rigid wire.
02
Designed to gently support and shape throughout the day.
03
Designed to sit beautifully beneath everyday clothing.
04
Flexible construction designed to follow natural movement.
Every part of SoftLift™ was drawn around the same question: how do you hold shape without holding you in?
Plenty of women wear underwire happily. SoftLift™ is simply built on a different principle.
Work · Coffee · School runs · Dinner · Travel · Home
SoftLift™ was made for real days — not just a fitting room.
Find your usual bra size in the chart and take the CMFY size beside it. SoftLift™ has a fitted cut with firm support, so we recommend going one size up from your usual size.
| CMFY size | UK / US | EU (DE/ES/IT) | FR / BE |
|---|
Same principle — take the larger of the two. The band is what holds SoftLift™ in place, and a band that sits too tight is the most common reason a bra comes off early.
Around the fullest part of the bust, keeping the tape level all the way round.
Directly beneath the bust, snug but not tight. Breathe out normally.
A proper fitting, or any bra-size calculator, turns those two numbers into a UK bra size. Read that across the chart above.
CMFY started with a simple question: why does something women wear every day still have to feel uncomfortable?
We wanted to rethink everyday lingerie around how it actually feels to wear.
Soft. Supportive. Simple.
That’s CMFY.
No. SoftLift™ is a wireless bra. Support comes from the wide band, the moulded cups and the wide shoulder straps rather than from a rigid wire.
It is designed as an everyday bra with a fitted cut and firm support, held by the wide band and the moulded cups rather than by a wire. Because the cut is fitted, we recommend one size up from your usual size.
Find your usual bra size in our and take the CMFY size beside it. Because SoftLift™ has a fitted cut, we recommend one size up from your usual size.
It is designed for all-day everyday wear. As with any bra, the right size matters most — a band that sits level and doesn’t ride up is the thing to check.
The cups are moulded and seam-free with a smooth outer surface, and the back fastens flat, so it is designed to sit discreetly under everyday clothes.
Wash at 30°C or cooler on a gentle cycle, ideally in a wash bag so the cups keep their shape. Don’t tumble dry, bleach or iron. Reshape the cups by hand and dry flat, away from direct heat.
Yes. You have 30 days from receiving your order to request a return. The bra needs to be unworn apart from trying it on for fit, unwashed, and still have its tags — the usual hygiene conditions for lingerie.
Return postage is paid by you, so we recommend a tracked service. For a different size or colour, email us and we will arrange an exchange subject to availability. The full detail is in our Returns & Refund Policy.
UK delivery takes 3–5 working days.
Free UK delivery applies to orders over £50, which includes the 2-pack and the 3-pack.
Yes. Each bra in a bundle is chosen separately, so you can mix colours however you like.
Yes. Size is selected per bra, so you can order two different sizes in the same bundle.
Yes. The 2-pack is £59.90, which is over the £50 threshold, so UK delivery is free. A single bra at £34.95 sits just under it.
| CMFY size | UK / US | EU (DE/ES/IT) | FR / BE |
|---|
Fitted cut with firm support — we recommend one size up from your usual size.
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