Founder Cami Téllez told NYLON about the debut of the beloved underwear brand in its physical store.

Since Parade first officially entered the digital field in 2019, the cult underwear brand has now opened its first physical store in the heart of New York’s bustling SoHo neighborhood.

In just two years, Parade successfully rewrote the underwear story since its inception, and released a series of essential and complete basic models and coveted collaboration models, each pair starting at only $8. Almost all influential people and celebrities like this fanatical brand, such as Slayyyter, Sydney Sweeney, etc. Now, it strives to inspire a generation of new consumers who want to dance and hang out in fabrics and styles that “feel good” on Instagram.

In an interview in December 2019, Parade founder and CEO Cami Téllez envisioned the upcoming retail experience. He told NYLON, “What is the in-store experience of Parade? Is it just a vending machine? This Is it a spectacle? Is it a clubhouse? Should we make a ball pit?" Interestingly, with the official opening of Parade's first retail storefront, some of these ideas have indeed come true.

The new location is located at 577 Broadway. It will open on Friday, December 3rd. I can only say that I have never seen a place like this. Co-designed by Téllez and with the help of up-and-coming designer Xavier Donnelly, Parade’s exterior and interior add a touch of color to SoHo’s busy shopping street, because it is inspired by Téllez’s love of surrealist art. "Fashion elements from the 60s and 70s, as well as a vibrant color palette loved by customers everywhere.

After entering the Parade store, I was immediately taken into a whimsical wonderland, where there is a colorful rainbow arch with matching mannequins. When I explored the unknown playground, Téllez made sure to use every corner of the 2,000 square foot space. The interior of the site features luxurious floors and columns with iridescent geometric building blocks from floor to ceiling stacked on top of each other, as well as artworks by previous Parade collaborators (such as Janet Hayes).

Parade presents its products in a way that is not only suitable for shopping, but also incorporates decorations, from the underwear wall with coordinated colors and size organization to the wave-shaped hangers of the newly launched series and home clothes. In a life-size circus tent, there is also a grapple machine that allows shoppers to try their luck and win free mystery prizes, a cotton candy machine and disco balls piled in the corner. The retail clerk wore a fun psychedelic pajama suit designed by independent brand Tyler McGillivary to complete the store.

Téllez said: "This retail experience is the next dimension of Parade, where our community can color with us outside the lines." "Although we have developed our incredible community mainly online, we are very I am happy to improve the appearance standards of lingerie stores by bringing more fun, miracles and more meaningful things to the shopping experience."

Cami Téllez of Parade talked with NYLON about opening the brand's first store in history, the process behind the design space, etc., and our upcoming exclusive interior tour.

Congratulations on opening your first physical store! What made you decide that it is time for your customers to experience it for yourself?

Thanks! We really want to reorganize the way people interact with underwear. For a long time, leaders in this category occupy the most private layer of our wardrobe, making us feel less confident. Parade is a community-based brand that aims to celebrate everyone's freedom of self-expression. We have successfully returned this category to our customers and are now very happy to meet them offline in this kind of experience that encourages exploration.

What inspired the colorful design of the store? What kind of mood do you want to imitate in the new space, and what do you want customers and visitors to get from it?

The entire retail experience is full of surrealism, minimalism, color gamut art inspiration and abstract expressionism. From floor-to-ceiling geometric pillars to life-size sparkling circus tents, all elements in the store are designed to exude wonder and fun. The entire space is in dialogue with art, such as the totem by Adam Parker Smith, the colorful panels designed by Ellsworth Kelly for the large wall, the recent projects of Pierre Yovanivitch, the Fendi building in Milan, the Teatro Regio Torino by Carlo Molino and so on.

How long did it take you to plan and build everything? What challenges did you encounter during this process?

It took us about four months to complete this store. Finding the right location is key because we want to make sure it is located in the center of our base camp, New York. SoHo is the intersection of culture, art, and fashion. Obviously, this is our first physical footprint. SoHo is the ideal place for a store that wants to talk to art, fashion and luxury.

As a creative director, this is my first personal experience. Our mission is actually to create the pinnacle of a brand that has established connections with so many people online and becomes an equally thoughtful, bold and iconic offline experience.

How do you plan to use your new space, and what are our expectations for the future of Parade and its new location?

The next chapter of the retail industry is not only about sales, but about the entire experience of the brand in the physical realm. Our purpose is to provide a space where our communities can gather, connect, and have a paradise where we can express ourselves freely. We also plan to hold ongoing events in the store.

Parade is now open daily at 5777 Broadway from 10 am to 7 pm (Eastern Standard Time). A certain percentage of in-store and online sales were donated to organizations such as the Greater New York Family Planning Organization, Ali Forni Center, Intersection Environmentalist, and GLITS.

For clarity, this interview has been edited and condensed.