This Viral Underwear Brand Sells a Million Pairs Every Year — Here's How You Can Get It Exclusively on Sale

There are about a billion active users on Instagram, but there's only one underwear brand that rules them: Parade.

It's no small feat to have won over the hearts of discerning social media shoppers who have access to virtually every product sold online, but that's exactly what the brand did when it swept the platform upon launch in October of 2019, just one month after Victoria's Secret canceled its infamous fashion show. Parade's inclusive, sustainable, justice-oriented ethos was in stark contrast to criticisms that Victoria's Secret was objectifying women's bodies and out of touch. The people had spoken, and they knew what they wanted their future to look like.

The timeliness of Parade's entrance to the market was fortuitous, for sure, but it would have meant nothing if the product wasn't up to par. It didn't take long for shoppers of all shapes, sizes, and ages to speak up about how comfortable, well-fitting, and flattering the brand's cheerful undies were, taking to feed and stories to post confident selfies.

In the two years since Parade's been around, it's sold over two million pairs of underwear and shows no signs of slowing down. One reason for this is due to how affordable the products are. Best-sellers like the high rise thong and high rise brief cost just $10, while others are cheaper still, like the brief or boy short that are $9. In fact, even the most expensive undergarment — the Plunge Bralette in Silky Mesh — is under $40.

Great deals are a daily occurrence in Parade land, but they're about to get even better. We've secured an exclusive sale code that gets you 20 percent off the entire site with any $25 or more purchase, plus free shipping — just use INSTYLE20 at checkout. This even includes the brand's five for $40 offer, which comes out to $32 with our code.

This InStyle reader exclusive is only live today through September 6, so you'll want to make sure to load up your carts quickly. Shop our favorite Parade undies with a just-for-you discount below.