Sustainable, Premium Fabrics

360° Stretch for XS to 3XL

Supersoft Comfort, Weightless Feel

Breathable Cotton Liner

We designed the perfect underwear

Picnic Pack

Fruit-embroidered Silky Mesh pairs in our limited-edition lunchbox.  

High Rise Cheeky

Our highest rise cheeky, now in Silky Mesh.  

High Cut Thong

Our hottest thong yet, now in Silky Mesh.  

Hip Hugger

Mid-rise, lightweight, barely there.  


From day to night. And night to day.  


Seamless back, keep it in or wear it out.  


Like not wearing underwear—all you, no lines.  

High Rise Thong

Holds you in while feeling weightless.  


Full coverage, feels like second-skin.  

The Hoodie

Our signature logo hoodie, now back by popular demand.  

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