Dive Brief:
- DTC intimates brand Parade has launched its first-ever activewear collection, dubbed Moves.
- The limited-edition collection features seven new styles, including the Flex Cut Out Bra, Flex Leggings, Flex Longline Bra and Flex Bike Short. Parade is also reintroducing Sport+ sweat-wicking underwear in high-rise brief and high-rise thong styles, according to details emailed to Retail Dive.
- The collection ranges in price from $8 for the Sport+ underwear to $58 for the Flex leggings.
Dive Insight:
The launch of Moves appears to be Parade’s attempt to go after the more than $300 billion activewear market and further expand its product offerings.
The collection was “designed for high kicks, cartwheels, high-fives, first miles and all the other ways we move with joy,” the company said. The products are made using the brand’s sweat-wicking Sport+ fabric and come in seven colors and a new marble print.
Other brands in recent years have bet on activewear as the category heats up. UpWest, Express' DTC brand, launched an activewear line last year, including tank tops and bike shorts. And ThirdLove and Thinx — which, like Parade, both started out in the intimates category — introduced activewear lines in 2021.
Parade has steadily expanded beyond its initial assortment of underwear since CEO Cami Téllez founded the company in 2018.
The brand earlier this year launched its first swimwear collection inspired by some of its most popular bralette and underwear styles. The collection featured two one-piece styles, three bikini tops and four bottoms, and came in sizes XS to 3XL.
But Parade has also been working to expand its distribution points. Like many brands that start out selling exclusively online, Parade has taken its products offline.
After raising $20 million in the fall of 2021, the brand opened its first brick-and-mortar store in New York’s SoHo neighborhood later that year. Parade has also formed wholesale partnerships with major retailers, including Target and Urban Outfitters, to broaden its reach.
