Viral Underwear Brand Parade Has a New Owner

Last year, Parade was valued at $200 million. Now, it will be owned by the same company that holds the Fruit of the Loom bra license.

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Gen Z underwear start-up Parade snapped up by Fruit of the Loom license-holder

How Parade Underwear Took Over Instagram - The New York Times

What Parade's Sale Says About The State Of DTC BoF, 52% OFF

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This Viral Underwear Brand Sells a Million Pairs Every Year — Here's How You Can Get It Exclusively on Sale

Parade CEO Cami Téllez on Victoria's Secret, Underwear, and Opening NYC Store - Bloomberg

Parade Launched an Essie Nail Polish Collection