The Alpha Kappa Psi-Beta Phi business fraternity, renowned for developing principled business leaders through professional development and networking, recently hosted Chelsea Kramer, the CEO of Parke, a clothing brand that successfully blends vintage denim with cozy essentials. The conversation centered around her entrepreneurial journey in the fashion industry, where she has created a brand that thrives on community engagement, sustainability, and word-of-mouth marketing.
Held at Storer Auditorium in the University of Miami’s Patti and Allan Herbert Business School, the discussion was moderated by Sara Heilmann, a junior studying accounting and business technology, who also serves as the vice president of professional development for the fraternity.
Kramer’s path to founding Parke was shaped by her deep passion for fashion and a series of transformative experiences. After graduating from a small liberal arts college, she initially pursued art history, which sparked her interest in clothing and led to hours of online browsing that set her on her current path.
However, fashion didn’t come immediately. Kramer explored various aspects of business, gaining experience in wholesale and understanding the traditional fashion industry’s seasonal cycles. Despite this, she was determined to build a brand that operated outside the conventional fashion timelines, one that offered products year-round instead of being bound by typical seasonal collections.
Parke, which started as a denim brand, found its unique identity through an unexpected connection. In 2020, after moving to Miami, Kramer met someone at the Coconut Grove Farmers Market whose father owned a recycled denim warehouse in Los Angeles. This encounter laid the foundation for Parke’s sustainable denim approach, which has evolved over time.
Kramer initially worked with recycled denim but eventually expanded beyond this niche as the brand grew. Today, Parke has transformed into a community-driven brand that values customer feedback and transparency.
Inspired by vintage clothing, ’90s J.Crew, and vintage Levi’s, Kramer and her team began designing their own denim, a process that took over a year of meticulous effort. One of the brand’s standout items is a high-neck crew neck, which has become a signature piece in Parke’s collection.
“There’s always room for everyone in business,” Kramer remarked, emphasizing how the brand’s community-driven model sets it apart. Social media has been crucial for engaging with customers and gathering daily feedback, enabling them to refine designs and stay ahead of market needs.
Rather than relying on traditional advertising, Parke’s success is fueled by organic marketing strategies. Kramer sends high-quality products to influencers, allowing the products’ quality to speak for itself. This commitment to authenticity has resonated with customers, with word-of-mouth becoming one of the brand’s most effective forms of promotion. Despite the challenges of business ownership and team management, Kramer credits her progress to her “naivety.” She explained, “Having a mindset that you can do it helps push you forward.”
Parke has experienced rapid growth. Within a year, the team expanded from three employees to 15. Kramer places great value on mentorship, particularly from Lindsey Carter, the CEO of Set Active. Their relationship developed organically, with the two women exchanging insights and advice as they navigated their entrepreneurial journeys. Carter’s guidance has been invaluable to Kramer, offering both emotional support and practical advice for handling the challenges of entrepreneurship in the fashion industry.
Kramer advises aspiring fashion entrepreneurs to gain as much experience as possible, regardless of whether the experiences are positive or negative. Each role, she explains, helps build an understanding of the business from different perspectives. She also stresses the importance of asking questions, which she believes is a key component of learning and growth. “If you’re passionate about something, go for it,” Kramer encouraged, urging students to have confidence in their goals.
Looking ahead, Kramer remains committed to keeping her team close-knit and maintaining a personal touch in business. She encourages aspiring entrepreneurs to view every experience as a learning opportunity, believing that passion and perseverance are key to success. As Parke continues to grow, Kramer is dedicated to upholding the brand’s core values of sustainability, community, and transparency.
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