6 days ago
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.'
