| Palace Skateboards | |
| Founded: | 2009 in London, England |
| Founder: | Levent Tanju |
| Locations: | 5 |
| Products: | Clothing, shoes, accessories, skateboards |
| Equity: | USD13 million |
| Equity Year: | 2018 |
| Website: | https://www.palaceskateboards.com |
Palace Skateboards (or Palace) is a UK-based skateboarding and clothing brand established in 2009. The brand was founded by Lev Tanju and Gareth Skewis.[1] [2] Palace focuses on skater fashion with heavy 90s and pop culture influences alongside VHS style clothing advertisements. The skate team promotes its branded content and skate videos. Palace has flagship stores in London, New York, Los Angeles, Tokyo and Seoul.[3] The brand has gained popularity within the streetwear community.
In 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 skateboard graphics. “I had a decade gap after college, just skating and doing fun shit.[4]
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.[5]
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.[6]
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.[7] The brand opened its first store in London in 2015.[8]
Palace 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.
Notable 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 amongst 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.