When it launched in 2019, Parade underwear felt like more than just underwear. The brand, founded by Cami Téllez and Jack DeFuria in a Columbia University dorm room, registered like Gen Z's rebuke to Victoria's Secret. Its inclusive sizes ranged from XS to 3XL, a rarity at the time. Its unretouched campaigns were fronted by real-life ambassadors, known as "Parade Friends," and posted exclusively to Instagram. But the early momentum fizzled out over its six years in business, leading to a 2023 takeover by Fruit of the Loom owners Ariela & Associates. Now, Parade is closing its doors for good.
The brand posted a statement to its Instagram account on October 25 announcing its closure. By October 28, Parade's entire online store was replaced by a holding page sharing the same message.
