Parke, a word you’ve probably seen displayed in women’s fashion, is not a secret name for some luxurious ski resort or destination spot. No, Chelsea Parke Goles, or as she’s professionally known, Chelsea Parke, is an entrepreneur, a historian, and so much more. She has transformed herself, and more substantially her name, into a brand, a walking advertisement if you will, and young women globally are increasingly eager to be a part of it. In only three years, her clothing brand “Parke” has become a multimillion-dollar company, and the reason? The “Varsity Mockneck” sweatshirt embroidered with the founder’s maiden name “PARKE” in premium cotton.
Who is Chelsea Parke, and why is everyone wearing her name?
The New Jersey native, Chelsea Parke Goles, is the CEO, muse and creator of this beloved and ultra-popular clothing brand. In 2019, Parke graduated with her bachelor’s in art history from Dickinson University; she speaks fondly of her time at Dickinson, and gives accolades to the liberal arts college that “encourages curiosity,” something that she sees as “one of the most valuable qualities an entrepreneur can have.” As a major creative visionary and strategist of the company, curiosity is something that Parke incorporates into every aspect of her job to ensure brand fluidity and limit stagnancy.In short, Parke must think of what hasn’t been created yet in order to keep her customers engaged and loyal.
Chelsea Parke did not “nepo” her way into brand success. In July 2022, only three years after she earned her undergraduate degree, she launched Parke. Her brand encapsulates the style of “cozy basics,” drawing inspiration from the Northeast coast where she originates. As someone from Connecticut, I have experienced firsthand that up North, cold temperatures can seem constant. So for many young adults and teenagers, sweatpants and a hoodie is the go-to uniform. Parke, having grown up in New Vernon, noted this trend and worked to elevate the comfy-cozy style. The Parke sweatshirt does just that, transitioning the loungewear look from unprofessional to put together through their signature Mockneck. This faux-turtleneck look creates a semblance of professionalism despite it being a sweatshirt, and its composure of 100% cotton looks and feels high-end.
How did it gain traction?
Parke has steered away from traditional advertising methods and instead gains traction through “messages, influencer videos and building relationships on social media.” The company also uses more conventional means of building buzz through “pop-up stores.” This creates a sense of exclusivity and urgency by reinforcing the idea of having only a limited supply, encouraging customers to buy if they want to feel a part of the new “drop” (NJ monthly). Parke believes that the relationship between customers and her brand is reciprocal, and that she is able to maintain loyalty by intently listening to customer feedback and requests, building a brand that customers continuously want to return to.
Now, is the Parke Sweatshirt really worth it?
There’s no denying that the Parke sweatshirts are objectively cute. I love throwing on any mockneck with a pair of sweatpants and feeling like I could take on the world. I love the multitude of colors, contemporary patterns, and the feel of soft cotton.
What I don’t love is the $130 price tag.I am all for paying for quality and comfort, especially as someone who heavily considers the longevity of their clothing when purchasing. But I am left wondering why anyone spends over one hundred dollars on a cotton mockneck, when you could spend considerably less on something similar elsewhere. To get a clear answer to my question, I had the opportunity to speak with a longtime Parke enthusiast at UF, Maggie Minter. I asked Minter about the brand, including her relationship and loyalty to it. She has been a routine customer, placing eight separate orders over the last two years. She says she typically buys her sweatshirts through drops. and “sets alarms and stays in the queue in order to get them.” Minter was one of the brand’s initial clientele. She lived in a 30-minute radius from Chelsea Parke in northern New Jersey, so when word began to spread of a new, hip, cozy sweatshirt brand, she couldn’t help but participate. She says that at her Catholic high school, the Parke sweatshirts “became a trend quickly due to the early exposure.” The design of Parke sweatshirts also allowed for students to wear them without getting in trouble for uniform violations. The more that those in her school began to wear it, the more Minter began to want one herself. She says she believes the brand’s rise in popularity is dependent on people wanting to wear what they see everyone else wearing, especially when it seems unattainable.
Maggie says that when she was in high school in 2023, Parke was one of the first brands to create this mockneck style, creating instant brand satisfaction with the new product. She claims her favorite item is the classic grey Parke mockneck because it is so versatile and matches both her day-to-day clothing and her athleisure. She affirms her consumption choices by saying that it is the most comfortable sweatshirt she has ever worn, and that the quality has held up through hundreds of washes.
Minter says that she continues to be an avid Parke customer, and can’t wait to participate in their future drops: “I’ve been wearing Parke for about three years now and I continue to stay satisfied.”
So, will it last?
While a $130 price tag might suggest another fleeting TikTok micro-trend, Parke’s steadiness is proving otherwise. Between an elevated mockneck that turns basic loungewear into something appealing and heavyweight cotton that survives wash cycles, Parke solves a real wardrobe problem. It doesn’t just sell aesthetic hype, and it isn’t relying on drop-day FOMO to stay afloat. As long as they keep delivering on that rare crossover of durability and versatility, Parke isn’t disappearing from our closets anytime soon.