Sustainable, Premium Fabrics
360° Stretch for XS to 3XL
Supersoft Comfort, Weightless Feel
Breathable Cotton Liner
We designed the perfect underwear
6 Silky Mesh styles—inspired by daydreams of sun-drenched fields bursting with wild poppies and daisies.
Our hottest thong yet, now in Silky Mesh.
Mid-rise, lightweight, barely there.
Our highest rise cheeky, now in Silky Mesh.
Get transported to an idyllic garden with our brand new Re:Play 6 pack, inspired by whimsical wildflower hues.
From day to night. And night to day.
High-rise essential—held in, full coverage.
Holds you in while feeling weightless.
Like not wearing underwear—all you, no lines.
Full coverage, feels like second-skin.
Seamless back, keep it in or wear it out.
Our highest-rise Boyshort—designed for a blissful night's sleep and 24/7 comfort.
Ultra-versatile and extremely comfortable—feels like a gentle hug.
Meet our barely-there Universal Thong. No lines under clothes, ever.
Minimalism meets endless comfort. Shop your new everyday essential.
Astrology Packs are here—shop your sun, moon or rising with packs inspired by the zodiac's four elements.
We took the scarf that went viral and made it even bigger!
Inspired by the oversized cut of your favorite vintage sweatshirt.
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.
