This Viral Gen-Z Clothing Brand Went From $100,000 to $16 Million—and Now It’s Coming to Target

Parke, known for its logo sweatshirts, is a hit with the TikTok crowd.

BY ALI DONALDSON, STAFF REPORTER @ALICDONALDSON

Illustration: Inc; Photos: Adobe Stock; Courtesy Target

Gen Z’s favorite sweatshirt is coming to Target. Parke, the clothing brand known for its logo crewnecks that have flooded high schools and college campuses in recent years, is expanding its reach into one of the country’s largest retailers with an exclusive new collection. 

The limited-edition drop, which Target says was designed in close collaboration with Parke founder and CEO Chelsea Parke Goles, will include loungewear, ready-to-wear sets, denim, accessories, and the brand’s first foray into swimwear. Of course, there will be plenty of Parke’s signature logo sweatshirts.

That five-letter arched design, which evokes the Gap logo hoodies that millennials were raised on, has been the growth engine behind the clothing brand, which skyrocketed from $100,000 in sales to reportedly $16 million in sales in the span of three and a half years—all without spending any money on advertising. That groundswell was thanks to “a sense of community,” Goles told Inc. last year. 

Now, the founder is trying to expand that community with a more affordable version of the beloved brand. The Target collaboration will include 60 pieces, most of which will be priced under $40 with some items starting at $5. By comparison, Parke’s viral logo crewneck sweatshirts cost $130 on the company’s website. For Goles, who launched the company in 2022, this was the motivation behind the collection, which “opens up the brand in a whole new way,” she says. 

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“Parke has been about community and connection, and this partnership allows us to meet people where they are,” said Goles in a statement. “We’re able to offer the same sense of style and ease at a price point and scale that invites a much broader audience into the Parke world.”

It’s a well-timed match. For Parke, the Target collection offers a massive platform and a lower-cost introduction to the brand at a time when consumer sentiment has plummeted to a historic low. For Target, this limited-edition crossover is another part of the chain’s $5 billion plan to woo back disenchanted shoppers and recapture some of its “tarjay” magic. During its cultural peak in the early aughts, Target became known for its rotating cast of designer collaborations, including Isaac Mizrahi, Proenza Schouler, Thakoon, Anna Sui, and Rodarte. The styles regularly sold out and popped up on resale sites, such as eBay. 

Gena Fox, senior vice president of apparel & accessories at Target believes this collection will build on that legacy. “Parke has built such a strong following by putting its community at the center of everything it creates, designing with intention and showing up in ways that feel personal, authentic and connected,” Fox said in a statement.

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