If you’ve noticed your daughter wearing an oversized sweatshirt with “PARKE” stamped across the chest, you’re not alone. Launched in 2022 by 28-year-old Chelsea Kramer, the brand has quickly become a Gen Z wardrobe staple.
Kramer started out focusing on upcycled vintage denim, but it was the simple, cozy and limited-edition sweatshirts that created a viral following.
In just under three years, the Miami-based entrepreneur (whose middle name is Parke) has amassed 150,000 followers on TikTok and 80,000 on Instagram.
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Last year alone, the business net $16 million in revenue, as Kramer told The Cut.
This past weekend, close to 1,000 shoppers lined up for a three-day pop-up in New York City’s SoHo. One 27-year-old grad student drove in from New Jersey and waited nearly six hours to buy her eighth sweatshirt.
Still, not everyone is walking away with the goods.
“Stuff should not be selling out in a minute,” one frustrated fan posted on TikTok. “I get it gives you clout … but make your customers happy.”
The real question is can Parke keep delivering or will the hype wear thin?
“We went through a shift where we were like, ‘Okay, we shouldn’t be so conservative,’” her sister-in-law and co-founder Kira Kramer said. “It’s so easy to get caught up in the success, and we’ve always been mindful about trying not to get ahead of ourselves.”
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Viral growth meets trade war reality
They’re increasing inventory to keep up with demand, but reducing the number of Parke collections they release this year, a cautious move in an unpredictable economy.
Like many U.S. brands that manufacture overseas, Parke got caught in the crossfire of President Trump’s imposition of 145% tariffs on imports from China.
While the Trump administration has since [paused]https://www.reuters.com/world/us-china-tariff-live-updates-bessent-greer-announce-details-constructive-geneva-2025-05-12/) that penalty and reduced the tariff on Chinese imports to 30%, many small business owners say the damage is done.
For one thing, as Beth Fynko Beniko, owner of Busy Baby observes, 30% is still a steep duty, and she started paying it in May.
“That sucks for any small business owner,” Beniko said on TikTok. “It’s still going to cost me $48,000 more than this shipment would’ve cost me two months ago.”
As rising tariffs drive up production costs for companies like Busy Baby and Parke, small business owners are raising their prices, or considering doing so in the coming months.
That means consumers are becoming more cautious.
“Recent events have people confused about how they can effectively budget because they do not know how the prices of things are going to change in the coming months,” Lawrence Sprung, a certified financial planner based in Long Island, New York told CNBC.
Now’s the time to be proactive with your finances.
Press pause on impulse buys like viral sweaters
While you can’t control what tariffs will do to prices, you can control how and where you spend your money. If you’ve been eyeing a purchase — like a viral sweater — it might be worth hitting pause.
Prices could rise, and even if they don’t, it’s worth asking: Do you really need another sweater? Consider looking for alternatives with similar quality at a more affordable price.
It’s not just fashion. Things that have always been big-ticket items like refrigerators, dishwashers and car parts have even bigger price tags now. Even “Made in America” products may rely on imported materials.
Tariffs on steel and aluminum are expected to increase the cost of appliances by 20%. That could turn a $2,500 range into a $3,000 expense.
Protect your wallet by prioritizing on your needs over wants. That doesn’t mean cutting out every treat — just make sure essentials like rent, food and bills are covered before splurging on impulse buys.
At the same time, build or replenish your emergency fund with regular savings.
Experts recommend setting aside three to six months’ worth of expenses, but even small, consistent contributions can go a long way.
A solid cushion can help you manage unexpected costs without racking up credit-card debt or pulling from long-term savings.
This article provides information only and should not be construed as advice. It is provided without warranty of any kind.
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