You've probably seen Parade's colorful underwear all over your Instagram feed — here's what its pairs are actually like to wear
- Parade is a body-positive underwear startup that prioritizes inclusivity and affordability.
- The brand carries sizes XS-3XL, a wide range of colors, and six styles, and its underwear is $9 or $10 per pair.
- The company also uses 85% recycled fabric, compostable packaging, and donates 1% of its profits to Planned Parenthood to support sexual education.
- Read more: The best women's underwear you can buy
Parade, a young underwear startup, is one body-positive brand waxing in popularity as longtime industry icons such as Victoria's Secret wane. You've probably seen its ads on Instagram by now, full of unapologetically bright colors and models that look like they all hang out in real life.
Along with others like Thirdlove and True&Co., Parade is among a new wave of brands that emphasize inclusivity and affordability. It carries sizes XS-3XL and a wide range of colors, plus it uses Oeko-Tex-certified materials, 85% recycled fabric, and compostable packaging. Additionally, Parade donates 1% of its profits to Planned Parenthood to support sexual education. Its underwear — regular thongs, high-waisted thongs, briefs, boyshorts, and more — cost $9-$10 per pair, or you can pick up a multi-pack of its Thong styles at a slight discount.
Parade's color palette, which ranges from black to multiple neons, occupies a playful and unbothered space that's more appealing than the hyperfeminized pinks or hyperfunctional neutrals we're used to brands slinging at us.
What the underwear is like in person
The brand sent the Reviews team a few pairs of underwear this year to test out. And, for the last six months, the Parade Thong has been my default favorite for workouts. The primary reason for this is that the silky Spandex-like material is noticeably moisture-wicking and cooling, and the band doesn't roll while you move. In other words, I forget I'm wearing them — even during an exercise where the wrong socks can annoy me for 45 minutes. These characteristics also happen to make it great for everyday wear — as well as in HIIT classes. But, the seams are slightly raised — so you're able to see the thong's sections under tight or thin leggings.
My coworker Connie also tried Parade's underwear. She says that "the thong is very comfortable and well-designed, actually staying in place under any type of clothing material, and I love the look of the mesh on the front side. Meanwhile, the supportive feel of the Boyshort is perfect for those days when I want to hold everything in without being restricted."
In general, its pairs are comfortable, breathable, and good in a no-drama kind of way. Their fit, performance, variety, and cost make them a good deal in our eyes.
Cons to consider
The cons I'd mention are minor; I've noticed that the waistband and mesh section create more lines under tight pants or shorts like my brightly colored Outdoor Voices TechSweat shorts. It's also an inconvenience that you have to spend $36 for free shipping. And while the novel coronavirus has thrown many supply chains into limbo and that could be part of shortages now, Parade has had some stock issues as far as size availability for certain colors. But, as a small startup with a good product and social mission, that's something I'm personally willing to overlook as a shopper.
The bottom line
At $9, I'd buy another pair without regrets — and I've since recommended the brand to friends and family.
Overall, Parade makes affordable, no-fuss underwear in fun colors and in a pretty wide range of sizes. We appreciate that the brand's identity also feels relevant and positive — prioritizing sustainable materials, donating to help fund sexual education, and dealing tactfully with important issues like body image and acceptance.