A craving for that contrast was precisely why 22-year-old Cami Téllez founded Parade in the first place: “I started Parade because I felt that the underwear category was undergoing a crisis and I couldn’t find a brand that celebrated women for who they are,” she says. Parade offers “expressive underwear” made with sustainable fabrics in sizes extra-small to 3X. "What I'm most proud of is we've sold in every state," she adds. “Expanding Parade into becoming a full stack underwear company with Bralettes is a natural next step,” Cami Tellez, founder and CEO of Parade, said in a press release. And my sister just turned 14. Which one's the most lucrative?'" A vastly improved search engine helps you find the latest on companies, business leaders, and news more easily. Parade, according to Téllez, is aiming to rewrite the American underwear story through a technicolor aesthetic that celebrates self-expression, while keeping inclusivity, sustainability, advocacy, and community at its core. Téllez riffs on the idea: "What does the Parade experience look like in-store? Features the Let Them Eat Cake Pack, a Re:Play assortment with our first ever scented candle—bon appétit! let me put you on parade! The affordable Gen Z brand, which launched late last year with a bang thanks to its Planned Parenthood partnership and inclusive size offerings (items start from XS to 3X), dropped a new collection of underwear today in cheerful shades of bright neon. Since Parade's launch at the end of October, it's slowly but surely becoming the underwear brand that young adults are seeking to connect with. Plus, each pair of underwear comes labeled with a phone number, so customers across the country have 24/7 access to Parade through text. Terms & Conditions. All rights reserved. ETF and Mutual Fund data provided by Morningstar, Inc. Dow Jones Terms & Conditions: http://www.djindexes.com/mdsidx/html/tandc/indexestandcs.html. Is it a spectacle? Teen Vogue • 2h. Should we do a ball pit?" Could a Parade store be in the works for the new year, as well? “I grew up going to the mall, going to Victoria’s Secret and … "I felt, from the beginning, that this is where I could have the biggest cultural change, and the space that's in the most crisis, and what is the company that I would want to build for myself when I was 16. Co-Founder of Parade. Additionally, Parade donates 1% of its profits to Planned Parenthood to support sexual education. "Photos that people have been posting of themselves are â it makes me emotional sometimes to talk about â a new type of visual language. Experts weigh in on the ‘Dogecoin killer’ hype, The IRS is setting its sights on crypto traders, CA Notice at Collection and Privacy Notice, http://www.djindexes.com/mdsidx/html/tandc/indexestandcs.html. Is it a clubhouse? It could have only been Parade. Last Funding Type Seed. Café Parade Introducing our delicious Re:Play and Universal collection inspired by the colors of macarons, french pastries and tea parties at Versailles. In fact, any reference to Téllez and DeFuria is noticeably absent from the brand’s dedicated Instagram . Parade prides itself on offering underwear for all occasions, including thongs, cheeky underwear, boy shorts, and briefs â a newly added style â in a size range of XS through 3XL and at $9 each. Parade underwear is made from recycled fabrics and the brand offers truly inclusive sizing from XS to 3XL. With only one semester left to graduate from Columbia University, Cami Téllez made a major decision: She was going to drop out of college and start the underwear brand Parade. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell My Personal Information | Ad Choices CUTE AND SUSTAINABLE!my code is rocki-d4 for 25% off!!!! The 22-year-old founders, Cami Tellez and Jack DeFuria, have made advocating for sex education and regularly donating to Planned Parenthood into two of their causes. Undergarment brand Parade’s Gen Z co-founders Cami Tellez and Jack DeFuria. "I think that we've already started to shift the [underwear] category," says Téllez. ", The idea for launching an underwear brand came to Téllez in October of 2018 when she met fellow co-founder Jack DeFuria, who has a background in tech, through a student entrepreneurs program. Parade FORTUNE may receive compensation for some links to products and services on this website. The brand hit the ground running with three pairs of sustainably-made, size-inclusive underwear: a thong, a cheeky, and a boyshort available in XS-3XL. Work In Progress is a series about how the pandemic changed our perceptions of our jobs and careers. DTC underwear brand Parade is one of many upstart challengers in the category that was once dominated by Victoria’s Secret. "Our dream is really to be the next big underwear company and to really build a brand that's for everyone. “That to … “We saw our community eager to compliment their Parade underwear with an equally comfortable, stylish and sustainable top offering through social and jumped to deliver.” Made from recycled fabric & eco-friendly packaging. Operating Status Active. A newcomer like Parade has to be able to stand alongside those who are aimed to potentially take over: American Eagle's Aerie is expanding on a global level, and Calvin Klein is doubling down on its famous briefs and influencer marketing, while Rihanna and Kim Kardashian are putting their celebrity behind intimates lines Savage x Fenty and Skims, respectively. In an industry in which it’s rare to challenge the status quo, emerging underwear brand Parade is here to “rewrite the American underwear story,” as the label itself describes. "This is where I could have the biggest cultural change, and the space that's in the most crisis". (One percent of all orders are donated to Planned Parenthood, and already they raised almost $20,000.) What is the Shiba Inu coin? Enter: Parade. It's easy for her to crowdsource feedback on this, as Parade relies on a growing community of college campus reps and micro-influencers that Téllez is in constant communication with via DM and a specially created Slack channel. NYLON © 2021 Bustle Digital Group. Company Type For Profit. Cami Téllez: A Day In the Life of the Parade Underwear CEO and Co-founder; Cami Téllez: A Day In the Life of the Parade Underwear CEO and Co-founder. It's great when someone with 100,000 followers posts, but, to me, it's so much more impactful when it's people who truly just found the brand, have fallen in love with it, and have chosen to tell their stories on their personal channels.". The majority of Parade's selection boasts a rainbow-hued palette, with new colors being added regularly and plans to offer prints and artist collaborations, too. The indie brand sold 500,000 pairs of underwear within the first year, and is now set to release a limited edition collection of scarves. Parade is a new mission-driven, sustainable underwear brand that fights for better representation in the lingerie space — in technicolor. In colors for every day of the week. Parade underwear Founder Cami Tellez explains the mission, saying, “I grew up going to the mall, seeing supermodels blown up on massive storefronts and thinking: This is … What company do I want for her to have in the world? "I knew a lot of people who start companies or look at four companies and are like, 'These are the things that we can start. Copied; F erris Bueller can take the day off–Cami Téllez is leading the Parade now. At just 22 years old, Cami Tellez is disrupting the billion-dollar underwear industry, one pair of $9 briefs at a time. FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. Its underwear — regular thongs, high-waisted thongs, briefs, boyshorts, and more — cost $8-$14 per pair, or you can pick up a multi-pack of its Thong styles at a slight discount. Quotes delayed at least 15 minutes. According to … Tellez is the co-founder of the newly-launched underwear brand (like really new, they just launched last week). The underwear is also ethically manufactured from a sustainable material called Re:Play, or pre-consumer recycled nylon, with more fabric types set to debut next year. © 2020 Fortune Media IP Limited. Most recently, Parade launched a limited-edition collection with Swarovski featuring briefs and hoodies with a crystal-embellished logo. All Rights Reserved. But what makes this seamless underwear stand out from the rest is what it's made of: supersoft recycled fabric and organic cotton lining. Parade is an underwear company that creates designer and eco-friendly fabrics undergarments. On Monday evening, four days after her already-iconic underwear brand celebrated its first birthday, Parade founder and CC dropout Cami Téllez spoke with the Columbia Marketing Club about the worst advice she’s ever received, the death of boring brands, and how she’s “rewriting the American underwear story.” But the brand, which was co-founded in October 2019 by 22-year-olds Cami Téllez and Jack DeFuria, has managed to distinguish itself. "It's predominantly trapped in this super hot pink, super sexualized space, and then on the other side there are all these nude desexualized brands," says Téllez. Their product is made of 85% recycled polyamide and all materials are Oeko-Tex certified, meaning they're free from harmful chemicals that pollute skin and environment, … Powered and implemented by Interactive Data Managed Solutions. The then-21-year-old was studying English and Art History, while spending some of her undergraduate years working in the venture capital and start-up space with a focus on emerging direct-to-consumer brands. Is it just a vending machine? By that following January, Téllez dropped out of school, and the two started to build Parade, researching the market and its consumers through online surveys and a focus group of 3,000. It was these antiquated images and stereotypes of "sexy" women wearing lacy lingerie that prompted 22-year-old Cami Tellez to launch a new direct-to-consumer underwear label called Parade … The results: women entrepreneurs are running laps around the men. Posting a picture of yourself in your underwear that's not sexualized, but about self-expression. While we patiently wait for sunnier days ahead (and continue to stay home), Parade is bringing the magic of summer early. And so we realized that this is just the first step in getting there. Phone Number +1 917-909-8484. Parade’s early success can be credited to its community-driven marketing campaigns — its emails, for example, are highly personal in tone and encourage sharing — as well as the colour-forward, sexually free design of its $8-$13 per pair underwear, which come in three different fabrics, four different styles and a rotating roster of hues. Cami and Jack DeFuria about self-expression Tellez and Jack DeFuria, has to! Inc. and its licensors day off–Cami Téllez is leading the Parade now continue to home!, Inc. 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