This Gen Z panty brand has more than 70,000 people hooked

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Not sure about you, but the last thing I would expect people to be raving about is underwear. I don’t mean bras. I’m talking straight panties only. But prior to its launch, the Gen Z–famous brand known as Parade had more than 70,000 people on a waitlist to shop thongs, briefs and boyshorts. Not to mention, the brand is less than a year old.

The already-popular panty brand launched in October of 2019 as a size-inclusive and sustainable underwear startup (psst … the range goes up to a 3XL). If you haven’t seen the brand across your Instagram ads, pay closer attention, as Parade has now sold more than 150,000 pairs of its game-changing underwear.

But beyond the parade of numbers, the fit and color story of each collection is just as stellar. Developed by ex-Lululemon product experts, Parade underwear uses 85 percent recycled polyamide to make its products as comfortable as possible. The styles range from $9 to $13. Plus, the materials used to make the underwear are void of any chemicals that are harsh for the environment, making the products Oeko-Tex certified. Plus, with every purchase, the brand donates $1 to Planned Parenthood.

I’ve bought 13 pairs of Parade underwear in a week — err, in two separate orders — including the brand’s best-selling high-rise thong, regular thong and several pairs of Parade’s boyshorts. Neither style cuts into the crevices between my legs and the boy shorts cover my butt like a hug. Never did I ever think a thong could be so comfortable, but this one takes the cake. Literally. Though most thongs can have you pulling out a wedgie every few minutes, the fabric on these thongs are so comfy, I almost welcome the occasional wedge. But then again, the high-waisted thong is also one of Parade’s bestsellers.

Shop: Thong, $9

Credit: Parade

“I didn’t like thongs before this brand, and honestly, I don’t know what made me order one, but this and the cheeky cut have replaced almost all of my underwear,” one customer wrote about the brand’s regular thong.

Though each style has under 20 reviews, every single one is a five-star rating. The brand’s most reviewed panty, however, is the brief. One customer loved the fact that these are where granny panty meets the 21st century.

“I tried them on the first time and went ‘Oooooh… wow’ because they’re just awesome. The waistband is so soft and yet supportive. The coverage is perfect, not your average granny panty yet enough to still cover but be cute.”