The Big 3: Why We’re Obsessed with Daily Drills, Parke, and Dairy Boy
Written By: Hannah Corbett
Sure, the clothes are cute. But for our generation, loving a brand goes way deeper than a matching set or a cozy sweatshirt. It's about the founder. The storytelling. The vibe. The lifestyle. And no one’s doing that better right now than Parke, Dairy Boy, and Daily Drills
Let’s start with Parke, founded by Chelsea Kramer. What began as a recycled, vintage denim brand has grown into something so much more. Based in Miami, but popping up everywhere, Chelsea has crafted a brand that captures this cool, city-girl-meets-coastal-energy lifestyle. It’s modern, sleek, effortless. The Parke mock neck has single handedly taken over the internet. At this point, there’s a solid chance someone in your group chat owns one. But the thing is, Parke is more than just clothes—it’s an aura. It’s because of Chelsea at the end of the day, that we want this sweatshirt, that we want these jeans. It’s not because of an influencer, it’s because she is the influence.I found myself saying that exact thing the other day. When you wear Parke, you're not just getting dressed—you’re stepping into a version of yourself that feels elevated, stylish, and like you’re part of something. It’s a brand that gives you a sense of community through a shared aesthetic.
And that’s exactly what Dairy Boy delivers, too. My latest obsession. Founded by Paige Lorenze, a content creator known for her YouTube vlogs and relationship with a pro tennis player, who has turned her platform into a full-blown universe. Dairy Boy is the embodiment of New England charm: coastal, comfortable, and nostalgic in the best way. Her videos are the best in the business—they feel like a cozy weekend escape to Connecticut. You watch her make dinner, travel the world, decorate her home, ride her horses, design her brand, and suddenly you’re craving slow mornings and cobblestone streets by the beach. Her clothing—and now her home brand, American Charm—extends that same feeling. Bed sheets, kitchenware, and home goods that seem random at first… until you realize they make perfect sense, almost more sense than the clothes itself. Paige isn’t just selling stuff. She’s inviting you into her world. And it’s a dreamy one.
Then there’s Daily Drills, founded by Mary Ralph and Kennedy Crichlow. At first, I’m going to be honest, I wasn’t immediately obsessed. But then I got to know them. Through their Instagram, the podcasts they’ve been on, their behind-the-scenes stories—and I became invested not just in the brand, but in them. That’s the magic of this new wave of brands: they pull back the curtain. You’re watching design meetings, sneak peeks of new collections, and trips that inspire the next launch. Daily Drills is California-cool energy, like if a pilates class and a beach house had a baby. It's sporty but put-together, chill but chic. The kind of brand that fits into every part of your day—and makes you feel !!!!!! while doing it.
What’s wild is how different this kind of shopping feels compared to what we grew up with. I was talking to a friend about this the other day. Most of the girls who now shop Daily Drills, Parke, and Dairy Boy—the new “Big 3”—also used to shop Abercrombie & Fitch, Hollister, and American Eagle—our OG Big 3. And in a way, we’re repeating history… just with better fabrics and more conscious branding.
If we break it down:
Abercrombie & Fitch is today’s Dairy Boy. Coastal, curated, slightly elusive, and totally aspirational. It sells a whole atmosphere.
American Eagle is the modern Daily Drills. Versatile, everyday staples with an activewear-meets-lifestyle twist. It’s comfy, cool, and undeniably American.
Hollister is giving Parke. Remember those Hollister sweatshirts with the name across the front, The denim that felt perfectly worn-in and sun-faded? That’s the energy Parke captures—but for grown-ups. It’s thoughtful, elevated, and designed to be lived in.
These new brands aren’t just selling clothes—they’re selling identity, a community. I find myself walking down the street seeing girls in these brands, and I JUST know that we would be the best of friends. They have basically created a community of like-minded girls, and we all just want to be in on what's next,and what’s happening.
They’re run by women we admire, watch, and trust. They invite us into their process, their homes, their inspirations. And in return, we don’t just buy the sweatshirt. We buy the lifestyle. The vibe. The dream.