The ‘Internet’s Favorite Underwear’ Goes Mainstream: Gen Z Brand Parade Agrees To Be Bought

Privately owned intimates manufacturer Ariela & Associates International is set to acquire Parade, a Gen Z underwear startup known as “the internet’s favorite underwear.” Parade, valued at $200 million in August 2022, focuses on inclusivity, body positivity, and sustainable manufacturing. The acquisition allows Parade to leverage Ariela’s manufacturing capabilities and supply chain expertise to scale up and expand its presence beyond its direct-to-consumer roots.