PARADE, a Gen-Z underwear brand writing a new story for underwear with a focus on creating comfortable, affordable undergarments that celebrate all body types with sustainable fabrics.
Parade has established a large cult-like following online and is now valued at $140 million with funding from investors like Neil Blumenthal, Shakira and Karlie Kloss.
Focusing on the gap in the lingerie market, the brand has found success in representing and creating what traditional underwear brands miss. Instead of promoting unrealistic standards of beauty, sexiness and expensive lingerie advertised by brands such as Victoria’s Secret, Parade practises sustainability, showcases diversity with real bodies and is defining the new wave of beauty and underwear.
The product offering ranges from a selection of bralettes, loungewear and underwear with sizes from XS-3XL. Promoting itself as a “community-first” brand, Parade values inclusion and sustainability by using recycled materials in some products with goals to become climate positive by 2025.
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