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Agenda-setting intelligence, analysis and advice for the global fashion community.

When Parke Pops Up, Gen-Z Comes Out

The apparel brand, which has become a viral sensation on TikTok, hosted its largest pop-up yet over the weekend, attracting long lines of devoted fans.
Parke founder Chelsea Kramer at the brand's third pop-up in New York City.
Parke founder Chelsea Kramer at the brand's third pop-up in New York City. (Courtesy Parke)

NEW YORK —

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Further Reading

Influencer Brands Are Making a Comeback

After a few high-profile failures, influencer-founded brands faded from the spotlight at the start of the decade. Now, a new generation is rising — but is determined to chart a different course from its predecessors.

Behind the Rise of the ‘It’ Sweatshirt

Brands like Parke and The Bar have turned a relatively ordinary item into a must-have for thousands of Gen-Z customers, building hype with limited drops and careful product design.

About the author
Diana Pearl
Diana Pearl

Diana Pearl is Senior News and Features Editor at The Business of Fashion. She is based in New York and drives BoF’s marketing and media coverage.

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