By Abby Thompson
SET ACTIVE / https://setactive.co/
Wednesday, Oct. 23, 2024, at 1 p.m. Eastern (10 a.m. Pacific), the collaboration of the century dropped, and I was one of 30,000 people waiting for it. The collab featured Parke and Set Active, offering Set Active’s workout wear alongside a new version of the classic Parke sweatshirt. Nearly all items sold out, with some selling out in just four minutes.
Set Active is an athleisure brand that gained popularity through social media influencers. Created by Lindsey Carter in 2017, the brand aims to make athleisure feel more like everyday clothing. Parke, a denim brand founded by Chelsea Parke in 2022, has since expanded into everyday basics. Both brands are women-run, share similar business characteristics, and have overlapping audiences, making this collaboration a natural fit. Chelsea Parke has often said that Lindsey Carter was her inspiration for entering the fashion industry.
SET ACTIVE / @setactive via Instagram
The collaboration was expected to bring significant traffic to both websites, though the turnout of over 30,000 visitors exceeded expectations. Parke had recently launched a collection two weeks earlier, where top items sold out in similarly quick time. In this collaboration, items ranged from $50 to $140, including leggings, socks, T-shirts, loungewear, and two standout crewnecks. The crewnecks were the stars of the launch: one featured a beach theme, while the other was reversible, with one side representing Set and the other Parke. Despite my efforts, I missed out on securing a hoodie, as the site crashed five times at the 1 p.m. launch. The popularity of the collaboration highlights the potential for future campaigns between these two brands. Here’s hoping that next time, I—and anyone interested—will be able to snag that sweatshirt.
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