Parke has launched its first licensed collegiate collection with sports lifestyle company ’47, applying its social-media-famous mockneck sweatshirts and loungewear styling to 10 American universities. The limited online release matters because it moves the young brand into officially licensed campus merchandise while retaining the scarcity model that helped make its products viral and quick to sell out.

Launched on 25 August, the range covers Auburn, Indiana, Georgia, Michigan, Alabama, Syracuse, Florida, Ole Miss, UNC and the University of Texas at Austin. It includes fleece and zip-up mocknecks, boxer shorts, sweatpants, claw clips and adjustable ’47 caps, generally in official school Pantone colours with embroidered patches or graphics; some pieces omit logos for a subtler look. Stock was already uneven at the time of publication, with several styles selling out within minutes, while the universities also include music-linked alumni such as Madonna and Iggy Pop at Michigan, Lou Reed at Syracuse, and Lionel Richie and Jimmy Buffett at Auburn.