Parke: How a Sweatshirt Took Over College Campuses

By Bryce Rioux

If you've ever walked through East Halls, the HUB or even a lecture in Thomas, you've probably seen it: the oversized mock neck and the word ‘Parke’ boldly displayed across the front. No bold graphics or loud logos, just one word that is somehow everywhere. 

So, why is Parke suddenly one of the most worn brands at Penn State (and even across college campuses nationwide)? And how did they pull this off without traditional advertising? 

Let's break it down 

The Minimalist Aesthetic 

Chelsea Parke, founder of Parke, seems to have perfectly understood a generational shift in Gen Z's aesthetic preferences. Shifting away from big, bold logos to quiet and intentional simplicity. Unlike many clothing brands that rely on oversized logos, bright colors and excessive graphic designs, Parke chose to go the complete opposite direction. She leaned into minimalism to build a brand that feels soft and calm. 

Parke introduced a design that is deliberately simplistic and effortless. The signature mockneck features just one word, “Parke”, inspired by her own last name, printed in a clean, understated font. There are no slogans or symbols, just the name and the intentionally curated vibe that comes with it. The simplicity of the design is further communicated through color palettes. A majority of the color options are neutral colors that can pair well with endless options, adding to the versatility and minimalism of the brand. 

The subtlety Parke used when designing this line was not accidental, it was strategic. Parke created a product that invites interpretation instead of demanding attention like other lines that feature attention grabbing logos and colors. Pake fed into the “if you know, you know” branding strategy with this design, catering directly towards Gen Z tendencies. 

The real genius of this product lies in how perfectly it pairs with the college lifestyle. Parke’s 

mocknecks are soft and oversized, but still look more curated than a typical hoodie. They are the perfect balance between comfort and aesthetic effort, and fitting for multiple occasions. Whether it's early classes or errands, rather than looking lazy, Parke offers a more polished version of comfort so students don't have to sacrifice feeling put together for ease. 

Marketing Without Saying Anything

Parke does not rely on big commercials. Instead, they focus on a quiet but genius marketing strategy. Parkes' marketing strategy revolves around intentional branding, scarcity and influencers. Parke built her audience organically by posting calm and relatable content focused on mental health and healing rather than directly promoting her products. This approach allowed people to connect emotionally with the feeling of the brand before even considering making a purchase. 

Parke also used limited product drops to create scarcity and urgency to buy the product before it sells out. This has been incredibly successful for the brand, as a majority of their drops are sold out within minutes. This only fuels the hype of the brand more, using the FOMO (the fear of missing out) to encourage consumers to get in on the next drop. 

Unlike many other big brands, Parke relies on influencers instead of celebrities to promote her clothing. The brand grows through influencers and micro-influencers who post content of their lives while wearing the mockneck. These influencers are typically students or ‘’average’ people going about their lives, giving the brand a more authentic feel. Consumers see the product showcased in a way that is relatable to them, making it more enticing. 

Why has Parke Blown Up?

Parke has become so popular because it captures what so many young people, especially Gen Z and college students, crave from modern fashion. Comfort and simplicity are effortless with this product, making it a go-to for daily wear. The product fits so perfectly into the ‘clean girl aesthetic’ that is so prevalent today, once again catering to the desire to follow trends and fit in, but without trying too hard. 

The neutral tones and simple logos encapsulate the visual aesthetic of TikTok and Pinterest right now. Plus, wearing Parke feels like belonging to a community of people who value softness and understatedness over flashiness. At its core, Parke has become such a phenomenon because it provides what Gen Z craves: effortless and aestheticness, all wrapped up in a perfectly oversized mockneck.