Parade (company)
| Industry | Fashion |
|---|---|
| Founded | 2019 |
| Founder | Cami Téllez and Jack DeFuria |
Parade is a U.S.-based apparel brand specializing in underwear. Established in 2019 by Cami Téllez and Jack DeFuria, the company was acquired in 2023 by Ariela & Associates.
Background
Founded in 2019 by Cami Téllez and Jack DeFuria, Parade secured $3.5 million in venture capital funding during its initial phase. To launch the brand, Téllez left Columbia University after seven semesters of studying English and Art History. As the daughter of Colombian immigrants, she championed inclusivity regarding racial representation and body size diversity within the brand’s marketing efforts. While still a student, she authored a manifesto on Google Docs advocating for "the end of the Victoria's Secret Angels, the end of the bombshell bra, the end of this idea of one-note sexiness". This manifesto gained significant attention online, resulting in over 70,000 sign-ups for the underwear prior to its official release. Early investors included notable figures such as Shakira, model Karlie Kloss, and Neil Blumenthal, co-founder of Warby Parker.
Business
At its inception, Parade offered three underwear designs available in seven distinct colors. The company introduced a unique line featuring underwear labeled with days of the week, which sold out within 24 hours. During its first year, Parade employed approximately 15 individuals, predominantly young staff members; one employee revealed to Business Insider that health insurance was not provided during the initial six months as many employees remained covered under their parents’ plans.
Throughout the pandemic period, when many apparel companies struggled, Parade achieved notable success by selling over 700,000 pairs of underwear and generating $10 million in revenue, according to The New York Times. The brand embraced size inclusivity and leveraged micro-influencer marketing by gifting free products to individuals with smaller but engaged followings on Instagram, rather than collaborating with large-scale influencers. One early advocate was New York City drag performer West Dakota. Business Insider described how sharing Instagram photos wearing bold designs like neon leopard print or mushroom-patterned briefs became popular among certain Brooklyn demographics.
In autumn 2021, Parade launched a physical retail location in SoHo, Manhattan. By August 2022, its products were available at Urban Outfitters, and the company cultivated a network of 10,000 ambassadors known as "Parade Friends." In December 2020, Parade partnered with Juicy Couture on a collaborative collection. Expanding its product range in February 2023, Parade introduced underwire bras. The following month, Parade underwear began distribution through 400 Target stores nationwide.
In July 2023, Ariela & Associates completed the acquisition of Parade.