#underwear

#underwear

Launched in 2019 by then-university students Cami Téllez and Jack DeFuria, Parade cultivated an online following by embracing size diversity and accessible pricing, and by sending free products to "microinfluencers" in exchange for promotional posts across social media. While other fashion companies floundered during the heavily online Covid-19 pandemic, Parade earned $10 million in revenue on the back of its viral marketing strategy.

I am not proud of it, but on a recent three day trip, I used an entire packing cube on 13 pairs of underwear. To no one's surprise, I used merely a third of what I packed. I'm hardly the only person to do this-on TikTok, there are dozens of videos discussing the very common phenomenon of overpacking underwear. The reason we do this-pack underwear as if we may never come home again or encounter a department store-is to make ourselves feel prepared for our journey.