88% matchSavage x Fenty
Size-inclusive lingerie with the same casting-first marketing
What changes: Celebrity-led, bra-heavy assortment and membership pricing
Brand profile
Parade
Colorful, size-inclusive underwear and intimates brand from New York, acquired by intimates manufacturer Ariela & Associates International in 2023.
New York CityOrigin
WomenswearFocus
Y2KStyle
$$Price
3 brands like Parade like Savage x Fenty, PSD Underwear, iheartraves →
What to know about Parade
Color-led basics, not neutral staples
The core is bright recycled-fabric briefs, thongs, bralettes and basics, offered in an extended size range rather than a narrow set of nude and black staples.
Casting is part of the product
Since launching in 2019, the label has marketed itself through imagery spanning different body types and gender expressions, which shapes how the range is sized and shown.
Now backed by an intimates manufacturer
Acquired in August 2023 by Ariela & Associates International, the maker behind Curvy Couture and Smart & Sexy, adding sourcing scale and wholesale reach to the direct-to-consumer line.
If you like Parade
88% match
70% matchPSD Underwear
Loud printed underwear with a bold logo waistband
What changes: Male athlete-driven and skews streetwear, not intimates
61% matchiheartraves
Bright, body-positive Gen-Z pieces in bold colorways
What changes: Festival dressing rather than everyday underwear drawer
Brand facts
Parade is a New York underwear and intimates label founded in 2019 by Cami Téllez and Jack DeFuria, built around colorful recycled-fabric briefs, thongs, bralettes and basics sold in an extended size range and marketed through casting that spans body types and gender expressions. In August 2023 the direct-to-consumer brand was acquired by Ariela & Associates International, the women-owned intimates manufacturer behind Curvy Couture, Smart & Sexy and the Fruit of the Loom bra license, which retained Parade's identity while adding sourcing scale and wholesale distribution.
- Founded
- 2019
- Origin
- New York City, United States
- Made in
- China, Asia
- Price
- $$
- Focus
- Womenswear
- Facts checked
- September 2026
- Styles
- Y2K, Athleisure / Sportswear, Streetwear