American intimates brand Parade, known for its bold bralettes and colourful underwear, has launched its first-ever collection of underwire bras due to demand from its customers wanting structured bras for everyday wear that were comfortable. Parade’s answer is the ‘Always On’ bra collection, which it states challenges the age-old reputation of...
7 Apr 2025
American intimates brand Parade has been acquired by Ariela & Associates International (AAI), making it a division of the group while it gains the accessibility and capabilities to scale in the US and beyond. As part of the deal, Parade will join AAI’s lifestyle brand portfolio, which already includes the likes of plus-size lingerie label Curvy...
15 Aug 2023
Parade, a direct-to-consumer underwear brand, has reportedly entered into a 200 million dollar valuation following its latest round of funding. The news is according to the brand’s founder and CEO Cami Téllez, who told WWD about the new fundraising at the recent Femmy Awards in New York City, during which Parade won the ‘rising star award’....
12 Aug 2022
Lingerie label Parade has announced the launch of a new sustainability impact tool which will measure its entire product range based on social, climate and circularity categories. The methodology, developed together with global sustainability consultancy Eco-Age, will give a score to all of the label’s products based on the three categories that...
1 Apr 2022
Inclusive underwear brand Parade is expanding into the UK market, after securing 20 million US dollars in Series B funding led by Stripes in 2021. Parade’s venture into the UK marks its first into a new territory outside of North America and forms part of a wider global expansion strategy, which will be followed up with a launch in Australia in...
14 Mar 2022
Inclusive underwear brand Parade is expanding its sustainability efforts with a free recycling programme in the US with international recycling leader, TerraCycle. ‘Second Life by Parade’ is a first-of-its-kind national recycling programme through TerraCycle for the underwear category, looking to divert unwanted underwear from landfill and help...
18 Jan 2022