Palace

Palace is London skateboarding's loudest export — South London specifically, where the humor is dry, the weather is wet, and the Triferg logo on a hoodie means you know what time it is. Founded in 2009, the brand makes premium streetwear with an irreverence that makes Supreme look like a corporate retreat. The product descriptions alone are worth the visit.

Aesthetic & Identity

Palace is London in a hoodie — South London specifically, where skateboarding happens in council estate car parks and the humor is dry enough to crack concrete. The Triferg logo — that impossible triangle built from the letters P-A-L-A-C-E — is the visual anchor, but the brand's real identity lives in its product photography and video content, which are intentionally low-fi, absurd, and aggressively British. The product itself is premium streetwear: heavyweight hoodies, shell jackets, tracksuits, and graphic tees that reference rave culture, football, and a very specific strain of English working-class aesthetics. Collaborations with adidas, Ralph Lauren, Moschino, and Arc'teryx have expanded the range while maintaining the irreverent tone. Palace makes clothes for people who think Supreme takes itself too seriously.

History & Trajectory

Founded in 2009 in London, growing out of the Palace Wayward Boys Choir skate team. The early product was just tees and hoodies sold through London skate shops, but the voice — those product descriptions, the video clips, the deliberately chaotic lookbooks — built a following fast. A collaboration with adidas Originals, beginning around 2015, brought global visibility and legitimate sportswear production capability. The brand opened its first store in London, then New York, Los Angeles, and Tokyo. The weekly drop model mirrors Supreme's, but the tone is completely different — self-deprecating where Supreme is cool, chaotic where Supreme is minimal. Palace has successfully maintained its identity while scaling, which is harder than it looks.

Cultural Footprint

Palace is the brand that made London streetwear relevant again after years of playing second fiddle to New York and Tokyo. The skate videos — Palasonic, Endless Bummer — are genuine skateboarding content, not fashion films masquerading as skate culture. The Juventus collaboration with adidas put Palace on football jerseys. The Ralph Lauren collaboration in 2018 — polo shirts and rugby jerseys with Palace branding — was one of the more surprising and successful crossovers of the decade. The brand's audience skews young, European, and connected to skate, rave, and football culture in a way that American streetwear brands can't replicate.

What to Know

Tees $48-$68, hoodies $148-$188, jackets $200-$500, adidas collaborations at adidas retail pricing. Available at palaceskateboards.com (drops on Fridays), Palace stores in London, New York, LA, and Tokyo, and through Dover Street Market. Key pieces: the Triferg hoodie, any adidas collaboration, the Shell jackets, and the reversible fleeces. Sizing runs true to British — similar to American but slightly slimmer in the body. Resale on StockX and Grailed is active for sold-out pieces, though premiums are generally lower than Supreme's — the brand produces slightly more and hypes slightly less.