In 2017, South Lake Tahoe resident Parker Alexander launched The Tahoe Heartbeat Brand, inspired by a desire to challenge others to connect with their passions. What began as a single hat design rooted in his California hometown has since grown into a fashion-forward brand producing over 500 unique hat styles across 26 distinct logo collections, and continues to expand rapidly.

Parker remains deeply involved in every aspect of the brand, from design and content creation to photography, advertising, and social media. He leads a lean team of two full-time members and manages a network of sales representatives, overseeing both creative direction and day-to-day operations.

At the heart of the brand is a clear message: purpose and passion matter. Each hat is designed to reflect an interest, identity, or place that resonates with its wearer, transforming the average baseball cap into a meaningful symbol. From outdoor pursuits like fishing, surfing, golfing, hunting, and pickleball, to local pride and personal expression, Heartbeat hats infuse passion into every stitch.

One of the brand’s most celebrated releases is the Color Vibes Collection. A bold, energetic line featuring 48 vibrant designs available in both adult and youth sizes. Each hat is carefully crafted and marked with the brand’s signature circle EKG logo, a visual heartbeat that asks the question: “What Makes Your Heart Beat?”

In addition to designing and managing the business, Parker represents the brand at trade shows across the country, connecting with retailers, customers, and fellow entrepreneurs. A man fueled by energy and creativity, his personal passions include basketball, baseball, football, hockey, soccer, golf, tennis, volleyball, skiing, pickleball, and paddle, alongside a lifelong love for entrepreneurship and creative expression.

Parker Alexander