Lingerie Brand Parade Opens Summer Daisy Retail Market in N.Y.C.

While the end of summer draws closer, the creative basics brand Parade is celebrating its latest collection of sustainable underwear with a floral display of outdoor enjoyment well-suited to the remaining days of high temperatures.

For the company's first in-person activation, the brand launched the Parade Summer Daisy Retail Market on the Lower East Side in New York City this weekend, offering shoppers the opportunity to delight in both the lingerie merchandise as well as a bevy of potted plants.

Matching the tenor of the Summer Daisy collection, the market exudes summertime cheer and communion with nature—an undoubted reference to the brand's chief values of eco-conscious production.

Since its launch in 2019, Parade has remained committed to sustainability; it's slated to be carbon positive by 2025. While the brand has maintained a veritable following through its virtual store, its breakthrough into the retail space is a testament to the company's rapid growth and the increasing interest in environmentally friendly clothing.

The Parade Summer Daisy Retail Market is open August 27-29 between 10 a.m. and 4 p.m. at 8 Ludlow Street, Dimes Square in N.Y.C.