Most people collect race merch.
Braden Ulvild builds something entirely new from it.

Through his brand Parc Fermé, Braden’s taken vintage racing gear, underground music energy, and early 2000s skate style—and turned it into a lifestyle label with a cult following. You might think it’s just another niche streetwear drop, until you see the way people show up. The way they talk about it. The way the whole thing feels.

Because with Parc Fermé, it’s never been about just clothes. It’s about identity. Legacy. Access. And building the kind of world Braden always wished existed.

It’s also the brand that gave me the push to take Plain seriously.
Seeing what Braden built—how thoughtful, cohesive, and intentional it all was—made me realize that Plain could be more than a merch line. It could be its own movement.

The Origin Story

Braden grew up surrounded by racing. His dad built hot rods, his mom was into it too, and he was in quarter midgets as a kid. But access was always a challenge. Tickets were expensive. Tracks were far. And in Vancouver, there weren’t many kids who loved motorsports like he did.

“I was always the token car guy,” he says. “The outlier. Watching races alone on the couch.”

That’s part of what makes Parc Fermé so different. From the start, it wasn’t just about self-expression. It was about giving back. Even before the brand existed, Braden dreamed of starting a foundation that could help other kids get access to the races he couldn’t. Today, that’s the Parc Fermé Foundation—sending young fans to NASCAR, IndyCar, and F1 around the world.

Vibe Is the Brand

The name came to him in 2017, during a race weekend—“a term I’d heard a thousand times, but that time it hit me like a truck.” What followed was years of refinement. Finding the voice. Getting the designs right. Figuring out how to communicate the whole vision.

He calls it “a love letter to the biggest influences in my life—motorsports, skateboarding, and music.”
And the result? Parc Fermé doesn’t just sell out—it sells a story. A feeling. A lifestyle.

Doing It the Long Way

Braden’s built everything with intention, doing it “the right way even if it means the long way.” Most of his best ideas? They show up on the off days—when he doesn’t feel like designing, but does it anyway.

“Some of my best work has come from just opening up Illustrator and grinding on the scraps.”

Even now, he funds everything himself. Every decision matters. But he stays focused. Clear on the mission. Motivated by the people who keep showing up.

More Than Merch

Today, Parc Fermé includes limited drops, event nights, and soon—a podcast.
The interviews will dive deep into the lives of motorsports insiders, pulling back the curtain on what it really takes to get into the industry. No hype. No gatekeeping. Just stories.

Because at the end of the day, that’s what Braden’s building: a community where more people feel like they belong. Where the outliers don’t feel alone.

The Plain Pillars

Impact First
“Picture the community that you want to be a part of before you start, and work your way towards being a valuable member of it.”

Identity is Earned
“Hitting Adobe Illustrator and just cranking out ideas… especially on the days I don’t want to. Some of my best designs have come on those days.”

Small Bets, Big Ideas
“Starting with nothing forced me to refine the brand story. I had to be able to communicate the ‘why’ from day one.”

The Middle of the Journey

Braden isn’t chasing virality. He’s building roots. Laying bricks. Staying close to what feels right.

“If it isn’t fun, if it doesn’t feel right and you can’t explain how it benefits others, don’t do it.
Find the spark. Build your own world around it.”

That’s exactly what he’s doing. One drop at a time.

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Follow Braden: @parc.ferme
Support the mission: prcfrm.com/
Nominate someone for In Plain Sight → plain.club/pages/nominate