The Alpha Kappa Psi-Beta Phi business fraternity, known for developing principled business leaders through professional development and networking, hosted Chelsea Kramer, CEO of the clothing brand Parke, in a conversation about her entrepreneurial journey in the fashion industry, where she successfully blended vintage denim with cozy essentials to create a brand that thrives on community engagement, sustainability, and word-of-mouth marketing.
The conversation, held at Storer Auditorium in the University of Miami Patti and Allan Herbert Business School, was moderated by Sara Heilmann, a junior studying accounting and business technology, who is the vice president of professional development for the fraternity.
Kramer's journey to creating Parke has been shaped by her passion for fashion and a series of transformative moments. After graduating from a small liberal arts college, she initially studied art history, which led to her growing interest in clothing and constant online browsing that set her on her current path.
Fashion, though, didn’t come right away. She explored various business areas, gaining knowledge in wholesale and understanding traditional fashion's seasonal cycles. However, she was determined to create a brand that operated outside these constraints, one where products were available year-round and not tied to typical fashion timelines.
Parke, initially a denim brand, found its unique niche through an unexpected connection. After moving to Miami in 2020, Kramer met someone at the Coconut Grove Farmers Market whose father owned a recycled denim warehouse in Los Angeles. This encounter set the foundation for Parke’s sustainable approach to denim, which would evolve over time.
With an eye for sustainability, she began working with recycled denim before moving away from the niche to scale her growing brand. Two and a half years later, Parke has evolved into a community-driven brand that values feedback and transparency.
Drawing inspiration from vintage clothing and ’90s J.Crew and vintage Levis, Kramer and her team began designing their own denim, a process that took over a year of hard work. One of the most popular items is a crew neck with a high neck, which became a signature piece of Parke’s collection.
“There’s always room for everyone in business,” said Kramer, emphasizing how the brand’s community-driven approach sets it apart. Social media has played an essential role in engaging with customers and receiving daily feedback, helping them refine their designs and stay ahead of market needs.
Parke’s success isn’t driven by traditional advertising. Instead, Kramer relies on organic marketing strategies, like gifting high-quality products to influencers and allowing the quality to speak for itself. Her commitment to authenticity has resonated with customers, and word-of-mouth has been one of the brand’s most effective forms of promotion. Despite initial challenges, including learning the ropes of business ownership and managing a growing team, Kramer credits her progress to being “naive” in the process. “Having a mindset that you can do it helps push you forward,” Kramer noted.
Parke’s growth has been rapid, and within a year, the team went from just three employees to 15. Kramer values the input of mentors, like Lindsey Carter, CEO of Set Active, who has been a friend and a valuable resource in helping her navigate the early stages of her business. Their relationship developed organically, with the two women sharing insights and advice as they grew their respective brands. Carter's guidance has been crucial for Kramer, offering both support and practical knowledge on how to tackle the challenges of entrepreneurship in the fashion world.
Kramer’s advice to aspiring fashion entrepreneurs is to gain as much experience as possible, regardless of whether the experiences are good or bad. Each role she’s had, she said, helped her understand the business from different angles. She also emphasized the importance of asking questions, as it’s a key part of learning and growing in the industry. “If you’re passionate about something, go for it,” Kramer added, encouraging students to have confidence in their goals.
Kramer plans to remain 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 passion and perseverance drive success. Looking ahead, she remains dedicated to Parke’s core values of sustainability, community, and transparency as the brand continues to grow.
