Parade

Parade is an American apparel company that has made a name for itself in the fashion industry, particularly known for its vibrant and inclusive approach to underwear. Founded in 2019 by Cami Téllez and Jack DeFuria, Parade quickly distinguished itself with a manifesto that challenged the status quo of the lingerie market. The brand's ethos centered around ending the era of one-note sexiness, as epitomized by the likes of Victoria's Secret Angels, and instead promoting a message of racial representation and size diversity.

The company's launch was met with significant anticipation, with over 70,000 people signing up for the underwear before it even hit the market. This was a testament to the power of the brand's vision and the community it aimed to build. Early-stage investors included notable names such as Shakira, Karlie Kloss, and Neil Blumenthal, co-founder of Warby Parker, who all saw potential in the brand's direction and ethos.

In its first year, Parade's team was composed mostly of young staff members, reflecting the brand's fresh and youthful spirit. Despite initial challenges, such as not offering health insurance in the first six months, the company managed to sell over 700,000 pairs of underwear and brought in $10 million in revenue during the pandemic—a remarkable feat considering the struggles faced by many clothing companies during that time.

Parade's marketing strategy was as unique as its products. Instead of relying on big-name influencers, the company engaged with micro-influencers, offering free underwear in exchange for Instagram posts. This approach not only created a buzz around the brand but also fostered a sense of community among its customers. The brand's ambassadors, referred to as "Parade Friends," were integral to its marketing, with the company reaching 10,000 ambassadors by August 2022.

The brand's products were initially launched in three styles and seven colors, and they included innovative ideas like underwear labeled with the days of the week, which sold out within a day. As the brand grew, it expanded its retail presence, opening a storefront in SoHo, Manhattan, in the fall of 2021, and by March 2023, Parade underwear was being sold in 400 Target stores. The company's commitment to sustainability was evident in its use of certified recycled materials and eco-friendly packaging, making it not just a fashion statement but also a choice for the environmentally conscious consumer.

In July 2023, Parade was acquired by Ariela & Associates, marking a new chapter in the brand's journey. With its inclusive sizing, sustainable fabrics, and commitment to social good, Parade has established itself as a brand that's not just about underwear—it's about a movement, a celebration of diversity, and a brighter, more inclusive future for fashion.