Since its launch in October 2019, direct-to-consumer lingerie brand Parade has sold over 1 million pairs of underwear through a guerilla-ish marketing strategy.

Now, it’s entering the lingerie category for which it has raised $10 million in a Series A funding round, led by Maveron Ventures’ Jason Stoffer, that values the company at around $70 million. Other participants in the round include Lerer Hippeau, Greycroft, Cassius, Vice Ventures and Shrug Ventures, as well as several early-stage angel investors.

On Wednesday, the company, which has raised over $20 million to date, will launch its first bralette, a significant step. The style is wireless, but engineered to securely fit cup sizes beyond a D. Cami Teflez, Co-founder, Creative Director and CEO said, wireless bras that fit properly are a frequent request from her customer base, which hit close to 100,000 in the venture’s first year in business, making it one of the fastest-growing product startups of the past decade.