Founder Suri never imagined she would create a shapewear brand. For the first ten years of her career as a fashion designer, she shaped the appearance of others, until she experienced the dramatic changes in her body after childbirth.

"That was the first time I couldn't recognize myself in the mirror," Suri recalled. "But what bothered me more than the change in my appearance was that all the shapewear on the market emphasized 'correction' and 'concealment.' They seemed to be saying: Your body has a problem and needs to be corrected."

What tormented her most wasn't the change in her body, but this narrative itself—treating the female body as something to be repaired, and imperfection as a flaw.

One late night, after another attempt to fasten the stiff shapewear, Suri suddenly realized in her discomfort: If shapewear itself has become a burden, how can we embrace important moments with lightness?

Suri cleared out her studio, leaving only one question: "What would shapewear look like if it weren't about changing the body, but about communicating with it?"

For the next three years, she collaborated with biomechanical engineers, materials scientists, gynecologists, and hundreds of women of different ages and body types. They abandoned the traditional shapewear's "forceful correction" approach, instead researching: How can the human body achieve optimal posture in its most natural state? How can fabric gently support without compression?

The breakthrough came from an unexpected discovery: a gradient pressure textile technology used in medical rehabilitation. This technology provides precise, gradual support, fitting like a second skin without the restrictive feeling of traditional shapewear.

"We're not creating shapewear," Suri wrote in her experimental journal, "but designing a translator between body and confidence."

In 2018, the first Cooshape bodysuit was launched on a very limited scale. It didn't boast slogans like "powerful tummy control" or "instant slimming," but simply promised: "Witness your important moments."

Early user feedback was deeply moving:

• A woman eight months postpartum wrote, "I can finally hold my baby without first worrying about whether I'm sucking in my stomach."
  
• A woman who had undergone breast surgery shared, "For the first time, I didn't feel any foreign object; it was just there gently, like a silent support."
  
• A young professional said, "It's not about how I look, but about forgetting my anxieties about my body when I walk into the meeting room wearing it."
  
  Cooshape gradually realized: their product wasn't the main character on stage, but the stage itself—a backdrop that allowed women to confidently express themselves during the important moments of their lives.

The slogan "Shape Your Every Important Moment" didn't come from a marketing conference, but from a letter from a user.

In her letter, she wrote: "I experienced three important moments wearing Cooshape: keeping vigil at my mother's bedside, my promotion speech, and my son's wedding. It didn't change these moments, but it allowed me to become the person I wanted to be in those moments—focused, confident, and composed. Thank you for not shaping my body, but for shaping how I experience important moments."

This statement resonated with the core belief of the Cooshape team. They immediately decided to make it the brand's soul.

"Shape" here has a double meaning: it refers both to physical form and, more importantly, to shaping the experience. What Cooshape aims to do is not change women's bodies to fit important moments, but rather, in those important moments, allow their bodies to be gently supported, allowing their attention to be fully focused on the experience itself.

In the Cooshape community, women share their "significant moments" while wearing Cooshape:

Some wore it for their first scuba dive, some wore it to sign divorce papers, some wore it to come out to their parents, and some wore it for their first walk after chemotherapy.

"We gradually understand," Suri says, "that the most important moments are often the quietest. It's the gentle support on your spine during your first cup of coffee in the morning, the comfort of your abdomen being properly supported when you get up after sitting for a long time, and the sense of security of being embraced after taking off your outerwear late at night."

"Ultimately, Cooshape isn't about shaping your body, but about providing undisturbed companionship in these small but important moments."