Parade, an underwear brand popular with Gen-Zers, has agreed to be acquired by Ariela & Associates International, the intimates manufacturer and licensee of Fruit of the Loom.

Parade was last valued at $200 million in August 2022. The price of the deal was not disclosed.

Launched in 2019 as a direct-to-consumer brand, Parade is expected to benefit from Ariela & Associates International’s scale globally.

Parade will become a lifestyle brand in Ariela & Associates International’s portfolio which includes plus-size lingerie brand Curvy Couture (acquired in 2019), affordable intimates brand Smart&Sexy, and Fruit of the Loom, where Ariela & Associates International has held the master license in the bra category for 20 years.

“We admire the extraordinary impact Parade has had in such a short time and are thrilled to bring a brand that shares our values of authenticity, inclusivity, and sustainability to the AAi portfolio,” said Ariela Esquenazi, CEO and President of Ariela & Associates International. “Parade’s commitment to inclusive fast fashion which doesn’t compromise on its sustainable mission aligns seamlessly with our core principles and we believe that this union will allow us to create powerful synergies.”