Gen Z underwear start-up Parade snapped up by Fruit of the Loom

News business : Gen Z-run underwear brand Parade has been bought by intimates-maker Ariela & Associates International for an undisclosed sum. It's the latest direct-to-consumer lingerie retailer to be snapped up by a larger competitor. (#1544700)

Fruit of the Loom Men's 4pk Ultra Flex Brief, Assorted, Small at

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Heather Weiss — Fruit Of The Loom

Fruit of the Loom Men's 4pk Ultra Flex Brief, Assorted, Small at

Parade is the Gen Z brand changing the underwear game

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Gen Z Favorite Underwear Brand Gets Scooped by Fruit of the Loom