Colorful, sustainable underwear

Shop Best Sellers

Colorful, sustainable underwear

Shop Best Sellers

Supersoft Comfort

Supersoft, Weightless Feel

All Day Stretch

All-Day Stretch for XS to 3XL

Cotton Liner

Breathable Cotton Liner

Sustainable Fabrics

Sustainable, Premium Fabrics

Neon Nights Pack

Bright neon shades so you’re roller disco ready.  


Like not wearing underwear—all you, no lines.  

High Rise Thong

Holds you in while feeling weightless.  


Seamless back, keep it in or wear it out.  


From day to night. And night to day.  


Full coverage, feels like second-skin.  

High Cut Thong

Our hottest thong yet, now in Silky Mesh.  

High Rise Cheeky

Our highest rise cheeky, now in Silky Mesh.  

“Today we’re in a different cultural moment and Parade is for all the women who are ready for a new underwear company who celebrates who they are today.”

“I loved my first pair of Parade underwear, deeply and passionately and extremely enthusiastically.”

“But this isn't just any old underwear — it's super-soft, seamless, and actually the comfiest ones I've ever put on my butt.”

“Look at the viral success of underwear brands like Parade who champion[s] an everyday aesthetic that's about feeling good in what you wear.”

“There’s no time like the present for a brand like Parade to dominate the women’s underwear space.”

“Since Parade's launch at the end of October, the brand has been a glimmering example of how to market a company today — with inclusivity, community, and sustainability authentically ingrained into its DNA, not sprinkled on as afterthoughts.”

Get Access to New Colors Before They Drop