DTC intimates brand Parade announced the creation of its first line of activewear.
DTC intimates brand Parade announced the creation of its first line of activewear. The collection, Moves, combines seven new looks - Flex Cut Out Bra, Flex Leggings, Flex Longline Bra and Flex Bike Short.
The brand is also introducing a line of Sport+ that can absorb sweat, a high-fit brief and a high-fit thong. Retail prices for the new products range from $8 for the briefs to $58 for the leggings. With the creation of the first activewear line, the brand entered a fast-growing market valued at more than $300 billion annually.
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 use the brand's sweat-wicking Sport+ fabric and come in seven colors and a new marble print.
Over the past year, other brands have entered the activewear segment, including UpWest, Express, ThirdLove and Thinx. The Parade brand was founded in 2018 and has been steadily expanding since starting as a lingerie manufacturer. Earlier this year, Parade released its first swimwear collection. The brand also went offline for the first time and began selling its products in physical stores.
Parade's first retail store opened in New York City's SoHo neighborhood after the company raised $20 million in financing in the fall of 2021. The brand also appeared in major retailers, including Target and Urban Outfitters.