Key Takeaways
- Heartbeat Brand began as a small passion project rooted in Lake Tahoe’s outdoor culture.
- Founder Parker Alexander built the brand by constantly refining design and production methods.
- The company’s success was driven by community events, wholesale growth, and storytelling products.
- Flexible manufacturing helped the brand scale from hand-drawn hats to full production runs.
- Heartbeat Brand continues to grow by staying closely involved in both design and operations.
Heartbeat Brand is a California-based lifestyle and apparel company built around the idea of personal passion and authentic self-expression. Founded in South Lake Tahoe, Heartbeat Brand began as a small hat-focused venture and has grown into a recognizable name known for its heartbeat-inspired designs and story-driven collections. At the center of the brand is entrepreneur and designer Parker Alexander, who created the original Heartbeat logo as a reflection of his connection to Lake Tahoe and the outdoor lifestyle that shaped him.
Heartbeat Brand’s product line features hundreds of designs spanning themes such as states, sports, hobbies, causes, and outdoor culture. Beyond retail, the company offers wholesale, blank, and fully custom hat solutions that allow organizations, nonprofits, and events to share their own stories through wearable design. Community engagement plays a central role in the brand’s identity, with ongoing support for environmental, health, and charitable initiatives that align with its mission of living with purpose and passion.
How Passion Fueled Its Success
Driven by the tag lines “Live with Passion” and “What Makes Your Heart Beat?,” Heartbeat Brand embodies creativity and community-driven soul. Founder and CEO Parker Alexander describes the roots of the company as dating back to 2015, when he was living in San Francisco and attending film school. Drawing on his background growing up in Lake Tahoe, where he enjoyed sports ranging from baseball to tennis, he started designing hip, outdoors-influenced hats. Starting with blank Yupoong caps, he hand-outlined a “funky, cloud version of the lake” on the front.
After perfecting the Tahoe design with the assistance of a stencil-maker, Mr. Alexander added an EKG line that represented a heartfelt connection with the area. Having successfully “rocked the hats” as part of his personal wardrobe, he created a limited-edition first batch of 200 hand-drawn hats in 2017. When these quickly sold out on Facebook and Instagram, he produced more (around 20,000 in the first year alone).
Mr. Alexander describes carpal tunnel syndrome becoming a concern at this point, so he switched to placing patches on hats, trying out various colorways. This led to direct-embroidered hats that preserved the expansive design of the originals and featured the lettering “Tahoe Heartbeat.” He also tried out designs that didn’t quite work, such as leather patches, with these experiences helping him understand what people enjoy wearing.
Mr. Alexander ultimately moved away from centered brand patches to a black patch on the left, with the outline lake design in white. This featured an ironed-on patch, with no design under the bill. After producing some 30,000 of these hats in a single year, with ironing on patches “a full-time job,” he shifted to private-label full manufacturing. These new designs were often cork front products and featured dynamic full-color photos under the bill, such as Lake Tahoe at sunset.
The primary initial market focus was on local Lake Tahoe and Reno events. Creating a 10×10 branded tent, he was a vendor at small concerts, rib cookoffs, and famers markets, as well as larger events such as Live at Lakeview. Today, the primary market is wholesale, with branded products available at more than 350 retail locations. He also maintains a local showroom where those personally invested in the brand can check out the latest styles and update their wardrobes.
Appearing on the podcast “Think Big with Dan and Qasim,” which welcomes transformative entrepreneurs, Mr. Alexander delved into his passion for fashion that combines affordability and fun. He spoke of early experiences crocheting beanies as a teen, which his girlfriend taught him to do. This sparked the idea that one day he could do something he loved as a business. He also talked about his passion for exploring various colorways and design elements, as well as unique materials such as corduroy and hemp. This has led to a current inventory of 500 hat designs, as well as branded pickleball paddles that reflect his current sporting interest.
Mr. Alexander is still integrally involved in all aspects of operations, full time designing, managing inventory, trade show vending and more. As he describes it, he wears multiple hats as founder, owner, designer, and creator, working alongside his trusted employees.
Frequently Asked Questions
What is Heartbeat Brand?
Heartbeat Brand is a California-based lifestyle and apparel company focused on passion-driven, story-based designs. It is best known for its heartbeat-inspired hats and outdoor-themed collections.
Who founded Heartbeat Brand?
The company was founded by entrepreneur and designer Parker Alexander. He created the original designs based on his connection to Lake Tahoe and outdoor culture.
How did Heartbeat Brand get started?
The brand began with hand-drawn designs on blank hats that were sold in small batches. Early success on social media and at local events helped it scale into a full business.
What makes Heartbeat Brand different from other apparel brands?
The company focuses on products that tell personal and place-based stories rather than following fast fashion trends. It also maintains strong ties to community and charitable initiatives.
How does Heartbeat Brand sell its products today?
The brand sells through wholesale partners, retail channels, and custom orders for organizations and events. Its products are now available in hundreds of retail locations.
About Heartbeat Brand
Heartbeat Brand is a purpose-driven lifestyle company founded in South Lake Tahoe, California, and known for its heartbeat-inspired designs that celebrate passion, place, and personal identity. The brand produces retail, wholesale, blank, and custom hats featuring story-based themes across states, sports, hobbies, and causes. In addition to its product offerings, Heartbeat Brand actively supports environmental, health, and community-focused initiatives, using fashion as a platform for connection and positive impact
