Parade is a menswear company run by Ethan Radoff, built around a simple appreciation for good clothes and the pleasure of having something made especially for you.

Ethan grew up around tailoring. His father ran a custom menswear business in Southern California for more than thirty years, and some of Ethan’s earliest memories are of fabric books, fittings, measurements and conversations about how a jacket should fit or a trouser should fall. It was a world of clothes, but also of people—the relationships and rituals that come with making something for someone and getting it just right.

After years spent learning the business alongside his father, Ethan eventually took it on himself. Parade grew from that experience: decades of knowledge and tradition, carried forward with a point of view of its own.

Working with some of the world’s best fabrics, makers and workshops, Parade custom tailors suits, jackets, trousers, shirts and other pieces to order. The process is personal and considered, from choosing a cloth and taking measurements to refining the fit and the small details that make something feel entirely your own.

Ethan’s approach is informed by the traditions he grew up with, without being overly bound by them. Parade is about clothes that are beautifully made but meant to be lived in—things to wear often, break in, look after and keep for a very long time.