Here’s The Dr!ll: How Fashion Brands Daily Drills and Parke Turn Scarcity into Strategy.

Published on December 4, 2025, at 9:49 a.m.

by Maggie Hill

Forget fast fashion, we’re living in the age of blink and it’s gone fashion. From sold-out drops to exclusive collabs, brands have mastered the art of making shoppers feel like every second counts.

The fear of missing out isn’t just a side effect of social media anymore—it’s a full-blown PR strategy designed to drive buzz, urgency and loyalty. Two clothing brands that have mastered this strategy are Daily Drills and Parke. Through limited releases, influencer hype and carefully crafted anticipation, they prove that in today’s fashion world, FOMO isn’t just a feeling… it’s a formula.

But even with all the buzz, not everyone believes the hype. Some people are starting to see the pattern and question it. Riley Jefferson, a student at The University of Alabama, says, “I won’t buy Parke or Daily Drills because I feel like it’ll go out of style in a few months.” For many the excitement feels forced, and the fast-changing trends just feel tiring. This shows a growing split between people who love the thrill of limited drops and those who don’t want to be pressured into buying something just because it’s “almost gone.”

Daily Drills was founded in 2020 by best friends Kennedy Crichlow and Mary Ralph Bradley. When they launched their first collection, they couldn’t afford to produce large quantities, so their limited stock wasn’t a marketing plan, it was merely a necessity. However, when those first pieces sold out almost instantly, they realized they had struck gold. What began as a budget constraint quickly evolved into their signature strategy—turning limited drops into their daily drill.

Parke, on the other hand, was founded in 2022 by influencer Chelsea Parke. The brand began with repurposed Levi’s denim pieces, reflecting Chelsea’s creative and sustainable approach to fashion. In 2023, she introduced the prototype for what would become her signature piece—the mockneck. Since then, the mockneck has become a staple of the brand and a defining symbol of Parke’s style.

Unlike Daily Drills, Parke intentionally limited her inventory from the very beginning. This approach was rooted in her brand’s commitment to sustainability, producing fewer pieces to reduce waste rather than overstocking to meet demand.

Whether by accident or intention, both Daily Drills and Parke have proven that scarcity sells. What began as a financial limitation for one and a sustainability effort for the other has become a PR advantage. Their “less is more” approach not only fuels customer anticipation but also controls the conversation around their brands. According to Joe Calamusa, a marketing professor at The University of Alabama, this is exactly how scarcity should be used. Transparency is what separates smart strategy from manipulation. “If what you are saying when you say it is the objective truth, then you’re good… if it’s truly limited, that’s not manipulative at all.”

Limited drops build anticipation and emotional connection. When followers see posts announcing that new items are coming soon or almost gone, they’re not just shopping, they’re participating in a moment. Franke Prince, a student at The University of Alabama, says, “Sometimes I don’t even get everything I want in a drop… I add to cart what I want the most and immediately check out so it doesn’t sell out. I miss out on other items in fear I won’t get my top item.” That sense of urgency turns into loyalty, as customers don’t want to miss the next drop or collection.

Influencer marketing also plays a major role in keeping that momentum alive. When influencers like Lindsay Arnold, Lauren Loveless and Darcy McQueeny post themselves wearing Daily Drills or Parke, it adds credibility and excitement. It’s a subtle but powerful PR move. Fans see the products in real life and immediately want to be part of the trend. “It’s fear… I would say the misperception is preying on people’s fear,” Calamusa says. While both Parke and Daily Drills’ scarcity is rooted in truth, influencer-driven hype can intensify FOMO, pushing consumers to buy quickly before someone else grabs the last piece.

In the end, even though both brands have their own reasons for limiting stock, it’s clear that this strategy goes far beyond budgeting or sustainability. Scarcity has become part of their identity. It isn’t just a strategy, it’s the Daily Drill that keeps fans Parke’d in anticipation for what’s next.