Category: A&E Campus/Community

by Charlotte Renola ’28 on October 2, 2025

The Power Behind the “PARKE” Sweatshirt

We have never been strangers to trends. In fact, trends are all around us. They come and go, and then come back again. Something about the PARKE sweatshirts being worn on the backs of not only hundreds of Providence College students, but also thousands of young adults across the country, has us buying $135 sweatshirts as if they are a rite of passage. They’re all over campus, and chances are, if you’re reading this, you could be wearing one right now. Chelsea Kramer, PARKE’s founder who goes by Chelsea Parke on social media, is more than a business owner and influencer: she is a marketing mastermind. Cultivating a false sense of scarcity, PARKE utilizes controlled drops to leave consumers setting alarms for drop times, frantically putting items in their cart before the coveted clothing items are sold out.

 It’s fascinating how PARKE has created such a loyal and dedicated customer base that will not only buy again and again, but will be outraged if their sweatshirt of choice is no longer available. Fans have taken to TikTok and other social media platforms to display their disappointment, posting different videos “mourning” the losses of their sweatshirts because they did not hit the checkout button fast enough or due to a computer glitch. The trick is that no PARKE drop is the same, as each collection of new drops has its own identity. This makes the superficial loss of a PARKE item that much more detrimental for customers, as the drop might have been their only chance to purchase a style they liked. Whether that style is an ode to an East Coast summer or celebrating the brand’s birthday, customers are addicted and influenced to continue buying. 

PARKE’s way of producing consistent products yet maintaining unique themes and variations of their clothing to keep consumers interested is absolutely genius. This all occurs at a rapid rate, too, as Parke is a producing machine. Drops are scheduled routinely, but always sell out. This creates a sense of urgency for PARKE’s customers, causing them to ignore whether or not they already have an item and enabling their desire to win the game of purchasing something and checking out successfully. 

That being said, next time you find yourself in the game of buying something—a process that seems so simple—take time to think about how there are so many moving pieces and strategies that brands use to get you to buy their product. You might be surprised by how much money you could save, or even become inspired by a company’s strategic planning.