UGC
We’re donating $1 to Planned Parenthood
with every Valentine’s Pack.

Sustainable, Premium Fabrics

360° Stretch for XS to 3XL

Supersoft Comfort, Weightless Feel

Breathable Cotton Liner

We designed the perfect underwear

The After Hours Pack

This Re:Play 6 pack was inspired by the most daring '90s makeup shades and features 2 all new colorblocks.  

Silky Mesh High Rise Cheeky

Our highest rise cheeky, now in Silky Mesh.  

Silky Mesh High Cut Thong

Our hottest thong yet, now in Silky Mesh.  

Silky Mesh Hip Hugger

Mid-rise, lightweight, barely there.  

Re:Play Thong

Like not wearing underwear—all you, no lines.  

Re:Play Brief

Full coverage, feels like second-skin.  

Re:Play High Rise Thong

Holds you in while feeling weightless.  

Re:Play High Rise Brief

High-rise essential—held in, full coverage.  

Re:Play Boyshort

From day to night. And night to day.  

Re:Play Cheeky

Seamless back, keep it in or wear it out.  

Re:Play Mid Rise Boyshort

Meet the Mid Rise Boyshort. More coverage, maximum comfort.  

The Lip Palette Pack

A makeup-inspired Re:Play pack, in four ultra-kissable shades.  

The Eye Palette Pack

4 ultra-versatile Re:Play styles in powdery eyeshadow tones, just like our favorite '90s palettes.  

Cotton Hoodie

Inspired by the oversized cut of your favorite vintage sweatshirt.  

The Signature Palette Pack

6 supersoft Re:Play styles in luminous makeup-inspired hues. Shop the ultimate Makeup pack now!  

The Graphic Logo Sweatshirt

Gift a friend this perfect vintage-cut sweatshirt, with colorful embroidery.  

2500+ Reviews

Fabrics developed by ex-Lululemon product experts.

All day comfort in the styles that you love.

Supersoft, all day comfort in the styles that you love.

“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.”

Rewriting the American Underwear Story

Sexiness isn’t one-dimensional—it’s a voice, it’s a feeling, it’s a technicolor mirror that reflects whoever is holding it.

Read our Manifesto