If you love the playful spirit, comfy fabrics, and inclusive vibe of Parade, you're in the right place. They've totally nailed the art of making everyday underwear feel exciting and incredibly comfortable without costing a ton.
But sometimes you want to explore! For anyone looking to expand their top drawer with more comfortable, stylish, and sustainable options, we've rounded up 19 brands that give off a similar energy. Here’s where to shop next:
ThirdLove is obsessed with getting the fit just right, offering an impressive range of sizes, including half-cups, to ensure everyone finds their perfect match. Using high-quality fabrics that feel like a second skin, their focus is on flawless comfort. Think of them as Parade's more minimalist cousin, where Parade is playful and vibrant, ThirdLove delivers sleek, versatile designs that prioritize an invisible feel under clothes.
Shop now at www.thirdlove.com
Famous for its sleek and modern body-enhancing underwear and shapewear, Skims is all about comfort that sculpts and smooths. Their collections feature innovative fabrics and a wide array of skin-matching neutral tones designed to be virtually invisible. While Parade brings pops of color and fun prints, Skims offers a minimalist, inclusive aesthetic that focuses on body confidence. It's the perfect choice for creating a seamless silhouette under any outfit.
Shop now at skims.com
A true champion of body positivity and affordability, Aerie has been a long-time favorite for comfortable, cute, and inclusive underwear. They offer a huge selection of styles, from simple briefs to lacey bralettes, with a relaxed, youthful vibe. If you love Parade for its no-fuss comfort and inclusive sizing, you'll feel right at home with Aerie's cozy essentials and commitment to real, unretouched beauty.
Shop now at ae.com/aerie
If it's the fun, quirky patterns of Parade that you love most, meet your new obsession. MeUndies is known for its ridiculously soft MicroModal fabric and an endless supply of fun, artistic, and often hilarious prints. They are all about expressing your personality from the inside out, offering underwear that's as comfy as it is statement-making. The price is slightly higher than Parade, but the incredibly soft feel makes it worth it.
Shop now at www.meundies.com
Lively perfectly bridges the gap between lingerie, activewear, and swimwear, creating what they call "leisuree." Their pieces often feature breathable, sporty fabrics with a sophisticated and modern aesthetic. Compared to Parade's vibrant and playful look, Lively is more understated and chic, perfect for those who want comfort-focused pieces with a sleek, minimalist edge suitable for both work and workouts.
Shop now at lively.com
Famous for their signature stretch-lace thongs, Hanky Panky offers a more luxurious and feminine take on everyday comfort. Their pieces feel delicate and elegant but are known for being surprisingly durable and comfortable thanks to their famously soft lace. If you love Parade's easy wearability but are looking for something a bit more sensual for daily wear or special occasions, Hanky Panky is a classic choice.
Shop now at hankypanky.com
Known for best-in-class activewear, Lululemon’s underwear line is engineered for performance, comfort, and a barely-there feel. Made with seamless, moisture-wicking fabrics, their underwear is an excellent choice for workouts or anyone who leads an active life. While Parade focuses on fun and style, Lululemon's priority is function, offering sleek, technical designs that stay put and keep you comfortable, no matter what you're doing.
Shop now at shop.lululemon.com
You might know them for their sustainable denim, but Nudie Jeans also offers an underwear line made with the same eco-conscious ethos. Using organic cotton and recycled materials, their underwear focuses on providing durable comfort with a minimal environmental footprint. This is a great alternative for those who appreciate Parade's sustainability efforts but prefer an even more understated, natural aesthetic.
Shop now at nudiejeans.com
Unbound Merino creates high-performance underwear from merino wool, a natural fiber that's odor-resistant, temperature-regulating, and incredibly comfortable. Their styles are minimalist and built for functionality, making them an amazing choice for travelers, hikers, or anyone who wants wear-all-day-and-forget-it's-there comfort. It's a shift from Parade's playful prints to high-tech, natural-fiber performance.
Shop now at unboundmerino.com
While primarily focused on men's underwear, Saxx deserves a mention for its innovative approach to comfort. They are famous for their patented BallPark Pouch™ technology, designed to provide frictionless support. Their focus on technical fabrics and ergonomic fits is perfect for those who prioritize performance and total-comfort engineering over stylistic flair.
Shop now at www.saxxunderwear.com
Knix excels at creating highly functional underwear that solves real-life problems. They're a leader in leak-proof and period-proof underwear, using innovative, moisture-wicking fabrics that provide confidence and comfort. While Parade focuses on cute aesthetics, Knix's vibe is more minimalistic and utilitarian, championing comfort that supports you through every stage and moment of life.
Shop now at knix.com
For sustainable basics on a serious budget, H&M's Conscious collection is the way to go. This line offers simple, stylish underwear made from materials like organic cotton and recycled fabrics. It delivers on the affordable, eco-minded promise of Parade but with a more classic, understated aesthetic that's perfect for stocking up on simple everyday essentials guilt-free.
Shop now at hm.com
An absolute icon in the underwear world, Calvin Klein delivers timeless, minimalist style with its signature logo waistband. Their cotton basics are renowned for their comfort and classic yet understated appeal. If you enjoy Parade's modern comfort but want a more classic, universally recognized look, you can never go wrong with a pair of Calvins.
Shop now at calvinklein.us
Uniqlo is the master of high-quality, practical basics at an incredible price point. Their fan-favorite AIRism collection is made with a breathable, moisture-wicking fabric that feels weightless, making it perfect for everyday wear, especially in warmer months. It trades Parade's bold prints for unbeatable functional comfort and a clean, minimalist design.
Shop now at www.uniqlo.com
True to its name, Out of Scandinavia offers underwear with a distinctively sleek, modern, and minimal aesthetic. Using eco-friendly fabrics, the brand focuses on understated sophistication and clean lines. This is a great choice for those who love Parade’s comfort but gravitate toward a more elegant and simple Scandinavian design philosophy.
Shop now at outofscandinavia.com
Boody is centered around one amazing material: bamboo viscose. This makes their underwear exceptionally soft, breathable, and great for the environment. Their collection consists of simple, comfortable basics in a palette of neutral earth tones. For shoppers prioritizing sustainability and a buttery-soft feel, Boody offers a minimalist alternative to Parade's colorful styles.
Shop now at boody.com
Tommy John’s mission is to solve the nagging fit issues of traditional underwear. They are engineered to stay in place, promising no rolling, bunching, or riding up throughout the day. Their fabrics are incredibly soft and designed for ultimate comfort, making them a more refined and function-focused alternative to Parade's playful, everyday basics.
Shop now at tommyjohn.com
Eberjey brings a touch of romance and luxury to comfort. Known for their super-soft modal and delicate lace trim, their underwear is feminine and elegant without sacrificing a cozy feel. Where Parade is bright and youthful, Eberjey is more refined and sensual, making it the perfect choice for when you want your comfortable underwear to feel extra special.
Shop now at eberjey.com
With a mission of getting the world "Doing Things," Outdoor Voices designs activewear and underwear that's built to move with you. Their underwear styles are simple, functional, and come in their signature muted color palette. They offer a more athletic and understated choice compared to Parade, perfect for pairing with your favorite workout gear or simply for a comfortable, sporty vibe on your days off.
Shop now at outdoorvoices.com
At Apart Style, we're obsessed with curating the best in fashion, beauty, and jewelry to help you discover new brands we think you'll love. Every brand we feature is independently selected by our editorial team based on quality, style, and uniqueness. When you make a purchase through our links, Apart Style may earn a commission - which helps support our small team, and allows us to continue bringing you the best in online style brands.
Looking for more inspiration? Explore our full brand directory or check out our curated brand guides to find your new favorite thing.
