Parade Is The Ultimate Underwear Brand For Gen-Z, With Bras And Knickers That Look Great – And Give Back

For something that most of us wear day in, day out, lingerie doesn't always spark joy. Whether it's too uncomfortable, too frumpy, too lacy, too small or too holey, our bras and knickers - the garments that sit closet to our skin - are so often an after-thought instead of being something that requires careful consideration (like a wedding guest dress or a new pair of shoes).

If all this is making you think, 'I really need some new underwear,' you're in luck. Because Parade - the community-first brand founded by Cami Téllez, who, after years of feeling disillusioned with the underwear industry in America, dropped out of university to build a business that prioritised sustainable fabrics and creative self-expression - has just launched in the UK.

With prices starting from just £8 for a thong, a size range that stretches from XS-3XL, and an emphasis on sustainability (Re , for example, is an ultra-soft and cool-to-touch range made with certified recycled fabric for everyday), US-based Parade has amassed a following 281,000 on Instagram. But as well as the fact that it takes social responsibility seriously - the brand donates 1% of profits from each order to non-profits it believes in - Parade is rewriting the rules when it comes to being 'sexy', with underwear, bralettes and loungewear in exuberant shades that always puts its wearer first.

With five different ranges - each of which uses mindful materials such recovered nylon scraps and responsibly-sourced viscose - there really is something for everyone, whether you prefer peekaboo mesh or comfy waffle. The bottom line? Parade is guaranteed to give you some get up and go in the morning.