Parade — the inclusive underwear brand beloved by Gen Z and self-styled as 'the internet's favorite' — is coming to Target
Inclusive underwear brand Parade will launch in nearly 400 of Target's 2,000 stores across the US this week, according toThe brand, which is already online at Target.com, is known for its colorful and playful underwear, bras, bralettes, and basics. Underwear starts at $8 and comes in sizes XS to 3XL. More structured bras cost between $48 and $62, and come in sizes 32A to 46G.
Target is known for its brand partnerships and collaborations. While experts say these lines don't necessarily drive major sales for the big-box chain, they create hype around Target and give shoppers a reason to visit. For direct-to-consumer brands its a way to reach a larger consumer base. Insider reached out to Target for further comment but did not immediately hear back. A spokesperson for Parade confirmed that its partnership with Target is its largest expansion into wholesale so far.
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