Officially launching first in the digital space in 2019, the cult underwear brand Parade has now opened its doors to its debut brick-and-mortar store in the middle of New York’s bustling SoHo neighborhood.

Located on 577 Broadway, the new 2,000 sq ft location adds a pop of color to SoHo’s busy shopping street, as it was largely inspired by Téllez’s love for surrealist artwork, ‘60s and ‘70s fashion cues, and a vibrant palette that customers everywhere adore.