Parade is a body positive underwear label that utilizes sustainable practices and donates 1% of its revenue to Planned Parenthoods across the US to fund sexual education and reproductive rights—and in the case of its new "Technicolor' color, it shows its support for LGBTQ+ organizations too.
The brands latest campaign features an all-LGBTQ+ cast of models, who showcase a series of colorful pieces that are offered in a variety of different cuts. These styles include classic briefs and thongs, in addition to boyshorts, "cheeky" briefs, and high-rise cuts. Parade also includes a reissued hoodie in the collection, which is available in black and white colorways.
For every pair of underwear purchased in the Technicolor line, Parade will donate a pair to an organization. The organizations the brand has chosen to work with include Pridelines, The Okra Project, G.L.I.T.S., HYPE Center by Freedom Forward, and Trinity Place Shelter.
Charitable Technicolor Underwear
Parade Launched a New Line to Benefit LGBTQ+ Organizations
Trend Themes
1. Sustainable Underwear - Opportunity to create and market underwear that promotes sustainability and ethical practices.
2. LGBTQ+ Support - Opportunity to create products and campaigns that support the LGBTQ+ community.
3. Socially Responsible Business Models - Opportunity to incorporate social responsibility into business models and make charitable donations a regular part of business operations.
Industry Implications
1. Fashion - The fashion industry can incorporate sustainability practices into its production methods while creating clothes that support social causes.
2. Non-profit - Non-profits can partner with businesses to receive funding through charitable donations.
3. Retail - Retail businesses can offer customers the chance to support social causes by patronizing brands that donate portions of their proceeds.