Underwear brand Parade expertly encapsulates Gen-Z’s values

Inclusivity is key

Consider that 76 percent of Gen-Z say they feel diversity and inclusion is an important topic for brands to address, with about the same amount saying they would boycott companies that discriminate against groups based on race or sexuality.

Acknowledging that, it would be wise for any brand looking to enter today’s market to set out with these values in mind – and Parade has done exactly that.

A nod to sex positivity, Parade has chosen Chloe Cherry, a model, adult film star, and cast member of HBO’s hit series Euphoria to model in the brand’s new campaign.

Chloe dons items from the brand’s New:Cotton line, stating: ‘Our bodies are for so much more than just to look at,’ she said in the Instagram video. ‘I love that young people are growing up today with a brand like Parade — there was nothing like that when I was younger, and it really messed with a lot of people’s heads.’

Being co-signed by celebrities is nothing new to Parade, as its well-rounded brand ethos has attracted star studded investors such as Shakira and Karlie Kloss.

Undies can be eco-friendly too

Of course, simply creating products that are kinder to the planet doesn’t account for the whole lifecycle of garments, which is why Parade wants to ‘redefine sustainability’ by addressing lingerie’s ‘end-of-life-problem’.

The company has launched a give-back program called ‘Second Life by Parade,’ which is a first-of-its-kind recycling program started in partnership with Terracycle. It will divert customers’ unwanted underwear away from landfill sites, regardless of brand, material, or style.

Second Life will enable Parade’s customers to reduce their own carbon footprint. All you need to do is request a complimentary package, which comes complete with a biodegradable bag and prepaid shipping label.

With Second Life, Parade is encouraging shoppers to return as many underwear as they can fit in the package. These fabrics will then be turned into new goods like housing insulation.

Parade is acutely aware of the climate crisis and has set a slew of science-based targets to lower its environmental footprint. The brand has announced its aim to reduce its greenhouse gas emissions by 42 percent by 2030.

Cami Téllez said in a statement, ‘I started Parade because we were all ready for a brand that instinctively understood that underwear could be sustainable, inclusive, fun, expressive–and most importantly, for everyone, everywhere.’

Now that Parade has expanded its market to the UK, customers are asked to choose one of 4 British charity initiatives. Parade will donate 1 percent of sales per transaction to initiatives such as Black Minds Matter, Albert Kennedy Trust, Women’s Environmental Network and Brook.

As the underwear mogul seeks to expand its current market and build upon its collections further, Parade will certainly be a brand for consumers to watch out for. Brands looking for a guide on how to attract Gen-Z would do well to pay attention too!