Parade
Ariela & Associates · United States
Parade was a New York direct-to-consumer underwear brand founded in 2019 by Cami Tellez and Jack DeFuria. Ariela & Associates acquired it in July 2023, and Wikipedia reports that Parade announced its closure in October 2025.
| Founded | 2019 |
|---|---|
| Founders | Cami Tellez, Jack DeFuria |
| Owner | Ariela & Associates (acquired July 2023) |
| Status | Closure announced October 2025 (per Wikipedia) |
| Segment | Lingerie, swimwear and hosiery |
| Website | wearparade.com |
What is Parade?
Parade was a US underwear brand launched in 2019. Wikipedia names Cami Tellez and Jack DeFuria as its founders. The brand sold underwear and announced underwire bras in February 2023. It raised 3.5 million US dollars from venture capital investors, with early backers listed as including Shakira, Karlie Kloss and Neil Blumenthal.
Business model and distribution
Parade started as an online brand and then expanded into physical channels. According to Wikipedia, it entered Urban Outfitters in August 2022, followed by about 400 Target stores from March 2023, and opened a storefront in SoHo, Manhattan, in autumn 2021. This combination of direct online sales, a flagship and wholesale partnerships is a common path for digitally native intimates brands.
Ownership and status
Ariela & Associates acquired Parade in July 2023. Wikipedia states that Parade announced its closure in October 2025. The brand's official website could not be retrieved for this profile, so the current status of the web store should be confirmed directly with the company.
- Founded: 2019
- Founders: Cami Tellez and Jack DeFuria
- Owner at last report: Ariela & Associates (since July 2023)
- Status: closure announced October 2025 (per Wikipedia)
Why it matters
Parade is a case study in the rise and consolidation of Gen Z-focused direct-to-consumer intimates brands. Its move from online-only sales into specialty and mass retail, followed by a sale and a reported closure, illustrates the pressures facing venture-funded apparel start-ups.
Frequently asked questions
Who owned Parade underwear?
Ariela & Associates acquired Parade in July 2023. The brand was founded in 2019 by Cami Tellez and Jack DeFuria.
Is Parade still open?
Wikipedia reports that Parade announced its closure in October 2025. Readers should check the brand's own channels for the current position.