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.
Image Credit: Parade
What's Driving This Trend
- Sustainable Underwear
- Opportunity to create and market underwear that promotes sustainability and ethical practices.
- LGBTQ+ Support
- Opportunity to create products and campaigns that support the LGBTQ+ community.
- Socially Responsible Business Models
- Opportunity to incorporate social responsibility into business models and make charitable donations a regular part of business operations.
Who This Affects Most
- Fashion
- The fashion industry can incorporate sustainability practices into its production methods while creating clothes that support social causes.
- Non-profit
- Non-profits can partner with businesses to receive funding through charitable donations.
- Retail
- Retail businesses can offer customers the chance to support social causes by patronizing brands that donate portions of their proceeds.
