The Unconventional Rise Of Parker Thatch

When Irene Chen appears every Friday on PTTV, Parker Thatch’s YouTube channel, she offers more than just a glimpse into the brand’s latest handbags or jewelry drops. Shot by her husband and co-founder Matthew Grenby, the videos are part style guide, part personal diary, blending product talk with scenes from daily life. Whether she’s walking viewers through what’s in her bag as a busy mom, offering styling tips with accessorizing their chunky gold jewelry, or casually mentioning her smoothie of the day, Chen’s presence on camera is warm, candid, and unmistakably cool. Often filmed in their Orinda storefront, a cozy atelier nestled just outside San Francisco, the episodes unfold with the kind of easy rhythm that only comes from years of creative partnership. With Grenby chiming in off-camera, their exchanges feel less like brand marketing and more like the behind-the-scenes of a life well lived, one that just happens to have built an eight-figure accessories business along the way.

It began with an online stationery company in the early 2000s when they launched into their entrepreneurial journey. With Chen’s aesthetic sensibilities and Grenby’s graphic design and programming background, their first business, perhaps a bit ahead of its time, was the first stepping stone for what would eventually become their current chapter, a collection of effortlessly cool, quietly coveted handbags and accessories known as Parker Thatch.

Yet their respective backgrounds tell an unlikely story of their path to building a successful luxury women’s accessories brand.

Chen’s Political Science degree landed her first post-college position at Arthur Andersen, running numbers, learning Excel, and building financial models. It wasn’t until she read a magazine profile of a top Asian female executive at DKNY that she decided to pursue a career in fashion. Using her finance background, she initially landed a role in Calvin Klein’s licensing department before transitioning to DKNY’s product team, where she honed her sense of design and developed a deep understanding of how to take a product from concept to launch.

Grenby studied English and History at Harvard before moving on to study graphic design at ArtCenter in Los Angeles, eventually continuing at the MIT Media Lab, where he focused on programming and building conceptual ideas in digital form. That path led him to Intel Research, where he worked on experimental three-dimensional operating systems, a role that blended visual design, systems thinking, and innovation.

Their paths crossed when Grenby was working at an accelerator developing early e-commerce platforms for fashion clients, and Chen joined one of the affiliated companies. When the first internet bubble burst, both decided to forgo a return to traditional corporate roles and instead build something of their own. With combined expertise in design, language, finance, and technology, they launched an e-stationery platform. Chen created the designs, Grenby built the infrastructure. The concept was sound, but the market for paid digital consumer products hadn’t yet matured. Listening to customer feedback, they pivoted toward physical customized stationery, an early indication of their responsiveness and solutions-first mindset in serving customer’s needs.

As they began printing their designs on paper goods, it became clear that the visual language could translate across other objects. Their next experiment was a small collection of customizable home accessories, lucite trays, coasters, and ice buckets, that expanded their reach while staying true to their aesthetic and business model. What began as a playful extension soon turned into something more tactile and personal.

The idea of a bag evolved from this experimentation. Grenby discovered a way to print on canvas and Chen envisioned a tote that could carry more than just things and design, it could carry stories. Their first bag, assembled with raw canvas and leather straps from a cowboy supply store and stitched by a local dry cleaner, was a patchwork of ingenuity. It reflected Grenby’s background in “demo culture,” a hands-on, iterative approach borrowed from his years in tech, and Chen’s eye for detail and personalization. The early bags featured colored stripes and hidden messages printed inside, making each piece feel quietly bespoke.

As demand grew, they noticed a recurring detail in many of the custom interior linings, dedications to “Mimi,” a name often given to a grandmother or loved one. The emotional resonance inspired them to name their first official tote after it. Originally sold under their previous brand, iomoi, the bag’s popularity marked a turning point. Eventually, they rebranded as Parker Thatch, a name inspired by their two children, and focused their energy on handbags and accessories that blended beauty with purpose.

Today, Parker Thatch has earned a devoted following among multi generational women, driven by its thoughtful design, small-batch production with high quality workmanship, and effortless blend of California casual and timeless utility. With the majority of their handbags priced under $1000, repeat customers return not only for the product, but for the sense of community and authenticity the brand fosters, both online and off.

Currently, Chen and Grenby are looking forward to their next offerings, gold jewelry and customizable bag straps that can accessorize any of their handbags providing multi functionality in usage and wearability.

In an industry where luxury is often defined by heritage houses dictating design direction, Parker Thatch represents a modern, more flexible approach to building a successful brand. Founders, Irene Chen and Matthew Grenby, brought together a distinctive combination of skills, finance, product development, graphic design, and programming, to build a business grounded in utility, personalization, and thoughtful design. Their background in e-commerce and early-stage tech gave them the tools to listen to their customer base, adapt quickly, and prototype efficiently. Each pivot in their journey, from digital stationery to home goods, and ultimately, to customizable canvas totes, was driven by customer feedback and how design could meet those needs, rather than market trends. Their success stems from a shared discipline and a collaborative process where form follows function and beauty is found in utility.

Today, with a rising business and a loyal customer base that largely grows from social media interactions, word of mouth recommendations, and wildly fun ads, Parker Thatch stands as a testament to what’s possible when design is treated as a solution, not just a statement. With functional utility and a sense of community top of mind for Chen and Grenby, they are pursuing longevity with Parker Thatch, not just legacy.

Parker Thatch’s bag can be purchased online.