This article contains promotional content. (July 2020) |
Palace Skateboards (or Palace) is a London-based skateboard brand established in 2009. The brand was founded by Lev Tanju and Gareth Skewis.[1][2] Palace Skateboards is heavyly influenced by 90s pop culture. Since its inception Palace has used VHS within its promotional material, becoming a key element in its visual style. The skate team helps to promote the brand through skate videos. Palace has flagship stores in London, New York City, Los Angeles, Tokyo and Seoul.[3] The brand has gained popularity within the streetwear community.[4]
 | |
| Founded | 2009 in London, England |
|---|---|
| Founder | Levent Tanju |
Number of locations | 5
|
| Products | Clothing, shoes, accessories, skateboards |
| Total equity | USD13 million (2018) |
| Website | https://www.palaceskateboards.com |
History
editIn an interview with Glasschord Magazine, founder Lev Tanju mentioned that in the decade after he finished college, he spent a large amount of time skating. He began to design board graphics and subsequently decided to start a skate company, he added. Tanju started by designing T shirt graphics. "I had a decade gap after college, just skating and doing fun shit.[5]
The brand "Palace," derived inspiration from the residences of its founders. Ironically, these are often referred to as "palaces" despite their dilapidated conditions. The brand's triangular-themed logo, known as the "Tri-Ferg Logo," was designed by Fergus "Fergadelic" Purcell, Marc Jacobs' design director. Purcell's design, a Penrose triangle with 'Palace' inscribed on each side, aimed to convey a sense of continuous movement.[6]
The three original Palace team riders where, Lucien Clarke, Olly Todd, and Charlie Young. This can be seen in the Palace promo. These team riders where joined later by Danny Brady, Chewy Cannon, Karim Bakhtaoui, Blondey Mccoy And Rory Milanes. Many of these riders still skate for Palace to this day. In 2017 Palace dropped their first full length video titled Palasonic.
Initially, Palace merchandise was available in local skate shops and boutiques in London. By 2012, the brand expanded its presence to Supreme stores in New York and Los Angeles and was recognized as 'European Skate Brand of the Year' in Berlin for its growth and professionalism.[7]
Subsequent years saw collaborations with brands like Umbro (2012), Reebok (2013), and Adidas (2014). Palace relied on outlets like Dover Street Market and End Clothing, along with pop-up shops in England, for distribution.[8] The brand opened its first store in London in 2015.[4]
Work and collaborations
editPalace regularly collaborates with Adidas to produce clothing and footwear. These collections usually consist of casual wear, however, Adidas sometimes incorporates their sport-specific divisions into the collaborations. This includes collections for tennis (worn by Adidas-sponsored players at Wimbledon 2018) and golf. While Adidas was the kit manufacturer for Juventus FC, a fourth kit was released for the club, featuring Palace branding. The kit was worn by Cristiano Ronaldo and Paulo Dybala during matches. Palace has also collaborated multiple times with Reebok, an Adidas subsidiary.
Palace has collaborated with clothing brands such as Avirex, Umbro, Salomon, Dover Street Market, Jean-Charles de Castelbajac, Ralph Lauren, Rapha, Evisu, Moschino[9] and Anarchic Adjustment.[10] However, there have also been collaborations with brands not usually associated with clothing or fashion, which produce co-branded products such as Cîroc Vodka and Winmau darts. However, sometimes clothing collections are made with product or lifestyle brands, as was the case when Palace collaborated with Stella Artois in 2021.[11]
Palace has also released collaborations with singer Elton John, creating a range of apparel, including skateboards. The brand recently released a collaboration with Calvin Klein where a video was released to promote this collaboration entitled 'Palace CK1', and featured famed actor Willem Dafoe.
In popular culture
editNotable people who have worn Palace clothing in public include Seth Rogen, Travis Scott, Jonah Hill, Drake, Kanye West, JV, Jay Z, ASAP Rocky, Asim Chaudhry, Rihanna, Justin Bieber, Freddie Gibbs, Kylie Jenner, Dua Lipa, Playboi Carti, and The Weeknd.[12]
The brand has become recognizable among skaters. The brand's clothing has been featured on the cover of several magazines. The regular collaborations with other brands or with well-known athletes or celebrities.
Awards
edit- The 2018 Fashion Urban Luxe, category nominated the brand alongside streetwear stalwart Supreme, Off-White, Alyx, and Marine Serre[13]
- The 2012 'European Skate Brand of the Year' at the BRIGHT Tradeshow Award in Berlin.
References
edit- ^ "The Story Behind Palace, the World's Most Entertaining Fashion Brand". GQ. Retrieved 24 June 2022.
- ^ "How Palace Skateboards Became Popular". Highsnobiety. 31 January 2019. Retrieved 31 January 2019.
- ^ Caramanica, Jon (12 June 2017). "The British Supreme Takes New York". The New York Times.
- ^ a b "Palace Skateboards' first ever store opens for business – and they've got a special collection to celebrate". Hero. Retrieved 3 October 2023.
- ^ "Palace Skateboards | Glasschord". Retrieved 29 January 2019.
- ^ Dazed (2 February 2016). "Fergus Purcell on Palace triangles and his design philosophy". Dazed. Retrieved 29 January 2019.
- ^ "Palace Skateboards Named 'Brand Of The Year'". Adventure Sports Network. 25 January 2012. Retrieved 31 January 2019.
- ^ "Palace Skateboards: Everything You Need to Know". The Idle Man. 13 November 2018. Retrieved 3 November 2019.
- ^ Vouge article https://www.vogue.co.uk/fashion/gallery/moschino-palace-collaboration
- ^ Palace Skateboards Advice https://www.palaceskateboards.com/advice
- ^ "Palace Skateboards has got your return-to-the-pub uniform down". British GQ. 16 February 2021. Retrieved 3 October 2023.
- ^ Cochrane, Lauren (3 May 2016). "How cult label Palace went from UK skate kids to hip-hop royalty". The Guardian. ISSN 0261-3077. Retrieved 31 January 2019.
- ^ "Supreme, Palace and Off-White™ Nominated for 2018 Fashion Awards". Hypebeast. 23 October 2018. Retrieved 8 December 2022.