Latest news with #Parke
Forbes
2 days ago
- Business
- Forbes
The Storytelling Power Behind Parke's Rise And Pop-Ups
By 3 a.m., the first eager fans were waiting. By 10 a.m., the line wrapped around multiple SoHo blocks. And by day's end, Parke had its biggest sales day in history. When Parke popped up in SoHo on the weekend of May 16, the turnout surpassed all expectations. Some eager shoppers arrived as early as 3 a.m., taking trains from New Jersey and Connecticut — all to support founder and CEO Chelsea Kramer and her namesake brand ("Parke" is her middle name). The lines continued through Sunday, and Friday marked the brand's single biggest sales day ever, with nearly 1,000 shoppers walking through the door. If that sounds like a fluke, it's not. The beloved direct-to-consumer brand best known for its mockneck sweatshirts (with 'PARKE' embroidered across the chest) has gained a reputation for selling out of collections in less than five minutes. The frenzy isn't just luck — it's a perfect storm of product design, branding, storytelling, and community. And Parke has pulled it off without spending a single dollar on paid media (a notable flex). "From the beginning, I wanted Parke to grow from genuine connection, not paid reach," says Kramer. "I'm a consumer first, and I know how I connect with brands. Paid can be done well, but we've never needed it. The product and story resonated enough to be shared naturally. Word of mouth has been our most powerful tool, especially on college campuses. We've seen organic growth that performance marketing can't always replicate." What the data reveals is a masterclass in modern brand building: $16 million in revenue in 2024, and over 3,500 people lined up around the SoHo block for its most recent pop-up (1,000 more than the year prior). It's the type of momentum that earned Kramer a spot on Forbes' 2025 30 Under 30 list in the Retail and Ecommerce category. At the heart of Parke's engine is consistency. Launches follow a deliberate rhythm, with every detail — from teaser posts to email sends — timed to create anticipation and habit. "If the launch is on a Tuesday, we'll start the build-up on Thursday," Kramer explains. 'That typically looks like an inspo photo in-feed and a story set to introduce the vibe. Friday we share a few sneak peeks from the campaign shoot. Saturday, we always post the full line sheet. And by Sunday, our audience knows it's almost time for the full unveiling.' The marketing playbook extends beyond product. At the start of each month, Kramer writes a newsletter that blends reflection, behind-the-scenes updates, and a calendar of what's coming: including restocks, limited releases and seasonal collections. 'It builds real anticipation,' she says. 'Sometimes it's just: 'Here's what we're celebrating this month.'' This consistent cadence helps the consumer develop a habit to anticipate Parke's emails and accompanying news. Predictability and consistency breed trust — and trust builds loyalty. And great product, supported by great content, travels far — even without a paid push. Kramer adds: 'As a consumer, I love knowing when a brand will launch their collections. Tuesday at 10 a.m.? I'll make time for that.' It's no surprise, then, that Parke's pop-ups aren't just shopping events, they're brand pilgrimages. Treating pop-ups and IRL activations as cultural moments underscores that retail isn't just transactional: it's emotional. Photo Credit: PARKE, Madison Lane Photo Credit: PARKE, Madison Lane From hotdogs and pretzels to iconic taxi cabs, the NYC-themed branding – designed by brand design lead Camila Walter (@itsgpf) – at this May's SoHo pop-up wasn't just playful — it transformed the venue into a visual love letter to the city. For fans, it wasn't just merch. It was memorabilia. 'It wasn't just a store,' says Kramer. 'It was a physical extension of the brand. We brought in real things from my office: sketches, fabrics, notes from friends. Our whole team was there, and people could feel the energy. It's about memories and connection, not just sales.' Kramer refers to herself as a 'visual storyteller' and approaches content creation from the lens of a consumer and creative. Photo Credit: Madison Lane Photo Credit: Madison Lane "I never want something to feel salesy, whether it's Parke or a brand I collaborate with. I share because I love the product, and that goes back to before Parke even existed. My sister-in-law (Kira Kramer, who is the brand's COO) says I've always been like this — if I loved something, I'd buy it for everyone around me.' 'I didn't start with a platform or a big following,' she says. 'But in this digital age, giving people a window into your world matters. I don't share everything, but I love showing the behind-the-scenes — it makes the brand feel personal.' The moment that made it all feel real? Valentine's Day 2024. 'We sold out in seconds,' Kramer recalls. 'That was when I knew something big was happening. I only had two employees at the time. Since then, I've just kept my head down and kept going.' (Today, Parke has 12 full-time employees.) Of course, with popularity comes scrutiny. In April, a TikTok user accused Parke of white labeling items sourced from Alibaba. Kramer denied the claims, clarifying that all of Parke's products are developed in-house with a technical designer and go through multiple rounds of fit, wash and fabric refinement. 'Just keep showing up,' Kramer says. 'That's my mantra. On the hard days, on the tired days — just show up. That's when the magic happens.'
Washington Post
3 days ago
- Business
- Washington Post
It's tariff season. Do you know where your clothes are made?
Earlier this spring, Abby French's TikTok followers asked her to look into the 'sustainable denim' label Parke. French, a sustainability consultant, soon started to see some unusual details in the background of posts by Parke's founder, influencer Chelsea Parke Kramer. In one video, Kramer, who launched her brand in 2022, seemed to have a lot of tabs open for Alibaba, the massive retailer of almost anything and everything for cheap, including wholesale clothing. French found pieces that Alibaba sells wholesale for eight to 12 euros per piece, such as a pair of striped boxer pants that looked quite a lot like the ones Parke sells for $100. In another video, French saw the corner of a paper with what looked like the name of a Chinese clothing supplier. When French researched further, she discovered what may be the source for the denim jackets and jeans that Kramer claims to design 'sustainably' — again, things such as $200 overalls that can be purchased from that supplier wholesale at 13 to 17 euros per garment.
Sunday World
4 days ago
- Sunday World
Farmer who left man with broken eye-socket in pub attack avoids jail
Farmer Parke has avoided going to jail after he paid his victim €8,000 A Co Donegal man who attacked another man and left him with a broken eye-socket after a one-punch attack in a bar has avoided going to jail after he paid his victim €8,000. Father-of-four John Parke, 42, appeared before Letterkenny Circuit Court where he was charged with a Section 3 assault on Gary Gibson. Farmer Parke admitted the attack and previously offered his victim a token of his remorse of €1,000 which Judge John Aylmer said "borders on an insult." The accused man returned to court where he increased his offer of remorse to his victim to €8,000. The court had heard Mr Gibson and Parke had been drinking at the Diamond Bar in Raphoe at approximately 11.30pm on August 24th, 2019 when the incident occurred. John Parke News in 90 Seconds - May 29th Prosecutor Ms Fiona Crawford said Mr Gibson had been in the bar when Parke arrived and said to Mr Gibson 'get the f**k out of the bar.' Mr Gibson then turned to Parke and told him he was finishing his half pint of alcohol when Parke suddenly struck his victim with a closed fist to the face. Mr Gibson was cleaned up and taken to Letterkenny University Hospital before being transferred to Sligo Hospital and then on to Altnagelvin Hospital in Derry for treatment. The court heard that Mr Gibson's right eye socket was displaced by 5 millimetres, that he was off work for three weeks, had headaches for six weeks after the incident and that he still has a 'constant drooping' in his eye. He said he was thankful to the doctors at Sligo Hospital who managed to save the sight in his right eye. Garda William Powell, the investigating member, said there had been no CCTV in the bar and nobody present was willing to make a statement. A victim impact statement on behalf of the victim said he was still afraid when he went out socially and was nervous in case he met Parke and that he always had his wife 'on standby' to collect him as he is afraid to walk home. Parke made a voluntary cautioned memo of interview to Gardai on October 2nd, 2019 in which he admitted to meeting Gary Gibson in the bar and saying to him 'what's wrong with you?' Parke said there was not a lot said between the pair but there was some 'pushing and shoving' but that he left and met his wife before going home. When the allegation that he punched Mr Gibson was put to him by Gardai, Parke replied 'Bullshit, that's a load of crap, I did not hit him.' The accused also claimed he could not have punched Mr Gibson as he had cut his hand with a blade a short time earlier and could not make a fist. However, he later entered a guilty plea to assaulting Mr Gibson. The court was told that Parke had two historic previous convictions for criminal damage going back to 2004 but none for assault of any nature. Barrister for Parke, Mr Ciaran Elders, BL, said his client was an active member of the local community and had been involved in training underage sports teams, in various charity events and he knew that he should have walked away on the night in question rather than becoming involved. He said a probation report into Parke said there had been a slight conflict and that a drink may have spilled onto his trousers and there had been a verbal spat with Mr Gibson but said he had no recollection of punching him. The probation service also said he was at a low risk of reoffending and that he was suitable for community service and is also very remorseful for what had happened. Mr Elders added that Parke was a man with a virtually unblemished record and that this incident was totally out of character for him and that there had been no further conflict between the accused and the victim. He said he had the sum of €1,000 in court by ways of compensation to his victim. Judge John Aylmer said that this was clearly a very serious assault given the circumstances adding Mr Gibson suffered a very nasty fracture to his cheekbone as he reflected on the victim's injuries. He said he placed the incident 'very much in the mid range' and one which merited a prison sentence of three years before mitigation. He added that he entered a plea at the last moment but this did not entitle him to one third off his sentence but credit has to be given for it. Judge Aylmer said he recognised the fact that Parke was of limited means but that the offer of €1,000 'is bordering on an insult to Mr Gibson.' Barrister Mr Elders suggested if he had more time but the Judge replied that he 'has had an awful lot of time' but said he was still in denial at giving Mr Gibson such a firm blow that he would cause such injuries. 'He has a long way to go to avoid a prison sentence,' added the Judge. Mr Elders asked if the court had any idea of a figure which it would be satisfied with, to which Judge Aylmer replied 'No. He will have to arrive at it himself. It's not a cattle mart.' A revised offer of €8,000 was made in court which the accused man's barrister said was "a huge amount of money for him to raise." Mr Elders added that he did not think there was a huge benefit to society by incarcerating Parke saying he was a functioning member of his community and broader society as a whole. Passing final sentence, Judge John Aylmer said Parke caused a very serious injury to his victim and he placed the assault at the mid range of such incidents meriting a sentence of three years before mitigation. Judge Aylmer referred to the probation service report which said Parke was deemed a low risk of reoffending, the lack of any major previous convictions as well as a letter from Parke's partner. He said it was clear that incarceration would place an extreme burden on the accused man's family and especially his child with special needs for whom Parke cares for. The Judge added that the increase from €1,000 to €8,000 for Mr Gibson was a more genuine token of remorse and having regard to his otherwise good character, he proposed to deal with the sentence by way of a non-custodial sentence. He ordered Parke to do 240 hours community service in lieu of two years in prison on the basis that the money is paid over to Mr Gibson, not as compensation as he may have a future claim for compensation, but as a token of his remorse.
Irish Daily Mirror
4 days ago
- Irish Daily Mirror
Farmer who broke man's eye socket avoids jail after 'token of remorse'
A Co Donegal man who attacked another man and left him with a broken eye-socket after a one-punch attack in a bar has avoided going to jail after he paid his victim €8,000. Father-of-four John Parke, 42, appeared before Letterkenny Circuit Court where he was charged with a Section 3 assault on Gary Gibson. Farmer Parke admitted the attack and previously offered his victim a token of his remorse of €1,000 which Judge John Aylmer said "borders on an insult." The accused man returned to court where he increased his offer of remorse to his victim to €8,000. The court had heard Mr Gibson and Parke had been drinking at the Diamond Bar in Raphoe at approximately 11.30pm on August 24, 2019 when the incident occurred. Prosecutor Ms Fiona Crawford said Mr Gibson had been in the bar when Parke arrived and said to Mr Gibson 'get the f**k out of the bar.' Mr Gibson then turned to Parke and told him he was finishing his half pint of alcohol when Parke suddenly struck his victim with a closed fist to the face. Mr Gibson was cleaned up and taken to Letterkenny University Hospital before being transferred to Sligo Hospital and then on to Altnagelvin Hospital in Derry for treatment. The court heard that Mr Gibson's right eye socket was displaced by five millimetres, that he was off work for three weeks, had headaches for six weeks after the incident and that he still has a 'constant drooping' in his eye. He said he was thankful to the doctors at Sligo Hospital who managed to save the sight in his right eye. Garda William Powell, the investigating member, said there had been no CCTV in the bar and nobody present was willing to make a statement. A victim impact statement on behalf of the victim said he was still afraid when he went out socially and was nervous in case he met Parke and that he always had his wife 'on standby' to collect him as he is afraid to walk home. Parke made a voluntary cautioned memo of interview to Gardai on October 2, 2019 in which he admitted to meeting Gary Gibson in the bar and saying to him 'what's wrong with you?' Parke said there was not a lot said between the pair but there was some 'pushing and shoving' but that he left and met his wife before going home. When the allegation that he punched Mr Gibson was put to him by Gardai, Parke replied 'Bullshit, that's a load of crap, I did not hit him.' The accused also claimed he could not have punched Mr Gibson as he had cut his hand with a blade a short time earlier and could not make a fist. However, he later entered a guilty plea to assaulting Mr Gibson. The court was told that Parke had two historic previous convictions for criminal damage going back to 2004 but none for assault of any nature. Barrister for Parke, Mr Ciaran Elders, BL, said his client was an active member of the local community and had been involved in training underage sports teams, in various charity events and he knew that he should have walked away on the night in question rather than becoming involved. He said a probation report into Parke said there had been a slight conflict and that a drink may have spilled onto his trousers and there had been a verbal spat with Mr Gibson but said he had no recollection of punching him. The probation service also said he was at a low risk of reoffending and that he was suitable for community service and is also very remorseful for what had happened. Mr Elders added that Parke was a man with a virtually unblemished record and that this incident was totally out of character for him and that there had been no further conflict between the accused and the victim. He said he had the sum of €1,000 in court by ways of compensation to his victim. Judge John Aylmer said that this was clearly a very serious assault given the circumstances adding Mr Gibson suffered a very nasty fracture to his cheekbone as he reflected on the victim's injuries. He said he placed the incident 'very much in the mid range' and one which merited a prison sentence of three years before mitigation. He added that he entered a plea at the last moment but this did not entitle him to one third off his sentence but credit has to be given for it. Judge Aylmer said he recognised the fact that Parke was of limited means but that the offer of €1,000 'is bordering on an insult to Mr Gibson.' Barrister Mr Elders suggested if he had more time but the Judge replied that he 'has had an awful lot of time' but said he was still in denial at giving Mr Gibson such a firm blow that he would cause such injuries. 'He has a long way to go to avoid a prison sentence,' added the Judge. Mr Elders asked if the court had any idea of a figure which it would be satisfied with, to which Judge Aylmer replied 'No. He will have to arrive at it himself. It's not a cattle mart.' A revised offer of €8,000 was made in court which the accused man's barrister said was "a huge amount of money for him to raise." Mr Elders added that he did not think there was a huge benefit to society by incarcerating Parke saying he was a functioning member of his community and broader society as a whole. Passing final sentence, Judge John Aylmer said Parke caused a very serious injury to his victim and he placed the assault at the mid range of such incidents meriting a sentence of three years before mitigation. Judge Aylmer referred to the probation service report which said Parke was deemed a low risk of reoffending, the lack of any major previous convictions as well as a letter from Parke's partner. He said it was clear that incarceration would place an extreme burden on the accused man's family and especially his child with special needs for whom Parke cares for. The Judge added that the increase from €1,000 to €8,000 for Mr Gibson was a more genuine token of remorse and having regard to his otherwise good character, he proposed to deal with the sentence by way of a non-custodial sentence. He ordered Parke to do 240 hours community service in lieu of two years in prison on the basis that the money is paid over to Mr Gibson, not as compensation as he may have a future claim for compensation, but as a token of his remorse.
Yahoo
5 days ago
- Business
- Yahoo
This 28-year-old from Miami started selling sweatshirts 2 years ago — and they've already achieved cult status
If you've noticed your daughter wearing an oversized sweatshirt with 'PARKE' stamped across the chest, you're not alone. Launched in 2022 by 28-year-old Chelsea Kramer, the brand has quickly become a Gen Z wardrobe staple. Kramer started out focusing on upcycled vintage denim, but it was the simple, cozy and limited-edition sweatshirts that created a viral following. In just under three years, the Miami-based entrepreneur (whose middle name is Parke) has amassed 150,000 followers on TikTok and 80,000 on Instagram. Thanks to Jeff Bezos, you can now become a landlord for as little as $100 — and no, you don't have to deal with tenants or fix freezers. Here's how I'm 49 years old and have nothing saved for retirement — what should I do? Don't panic. Here are 5 of the easiest ways you can catch up (and fast) Nervous about the stock market in 2025? Find out how you can access this $1B private real estate fund (with as little as $10) Last year alone, the business net $16 million in revenue, as Kramer told The Cut. This past weekend, close to 1,000 shoppers lined up for a three-day pop-up in New York City's SoHo. One 27-year-old grad student drove in from New Jersey and waited nearly six hours to buy her eighth sweatshirt. Still, not everyone is walking away with the goods. 'Stuff should not be selling out in a minute,' one frustrated fan posted on TikTok. 'I get it gives you clout … but make your customers happy.' The real question is can Parke keep delivering or will the hype wear thin? 'We went through a shift where we were like, 'Okay, we shouldn't be so conservative,'' her sister-in-law and co-founder Kira Kramer said. 'It's so easy to get caught up in the success, and we've always been mindful about trying not to get ahead of ourselves.' Read more: This is how American car dealers use the '4-square method' to make big profits off you — and how you can ensure you pay a fair price for all your vehicle costs They're increasing inventory to keep up with demand, but reducing the number of Parke collections they release this year, a cautious move in an unpredictable economy. Like many U.S. brands that manufacture overseas, Parke got caught in the crossfire of President Trump's imposition of 145% tariffs on imports from China. While the Trump administration has since [paused] that penalty and reduced the tariff on Chinese imports to 30%, many small business owners say the damage is done. For one thing, as Beth Fynko Beniko, owner of Busy Baby observes, 30% is still a steep duty, and she started paying it in May. 'That sucks for any small business owner,' Beniko said on TikTok. 'It's still going to cost me $48,000 more than this shipment would've cost me two months ago.' As rising tariffs drive up production costs for companies like Busy Baby and Parke, small business owners are raising their prices, or considering doing so in the coming months. That means consumers are becoming more cautious. 'Recent events have people confused about how they can effectively budget because they do not know how the prices of things are going to change in the coming months,' Lawrence Sprung, a certified financial planner based in Long Island, New York told CNBC. Now's the time to be proactive with your finances. While you can't control what tariffs will do to prices, you can control how and where you spend your money. If you've been eyeing a purchase — like a viral sweater — it might be worth hitting pause. Prices could rise, and even if they don't, it's worth asking: Do you really need another sweater? Consider looking for alternatives with similar quality at a more affordable price. It's not just fashion. Things that have always been big-ticket items like refrigerators, dishwashers and car parts have even bigger price tags now. Even 'Made in America' products may rely on imported materials. Tariffs on steel and aluminum are expected to increase the cost of appliances by 20%. That could turn a $2,500 range into a $3,000 expense. Protect your wallet by prioritizing on your needs over wants. That doesn't mean cutting out every treat — just make sure essentials like rent, food and bills are covered before splurging on impulse buys. At the same time, build or replenish your emergency fund with regular savings. Experts recommend setting aside three to six months' worth of expenses, but even small, consistent contributions can go a long way. A solid cushion can help you manage unexpected costs without racking up credit-card debt or pulling from long-term savings. This article provides information only and should not be construed as advice. It is provided without warranty of any kind.
