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Palace Skateboards is a well known brand for young adults to wear unique clothing. At a fairer price than Supreme, the brand started off with selling t-shirts in a handful of London shops, but now, Palace has developed into one of the biggest street wear brands in the world. But how?
(@palaceskateboards)
The name 'Palace' originally came from the reference of London's iconic Southbank skate park because the regular people who went there were nicknamed 'Palace Wayward Boys' Choir'. Lev Tanju was one of these skaters so it was clear what the name of his brand was going to be if he started one.
Likewise to Supreme, one of the reasons Palace built its status is by unintentionally advertising. For example, celebrities have been seen wearing Palace, such as the singers Rihanna and A$AP Rocky to actors like Jonah Hill, and other influencers Kanye and Kylie Jenner. Famous people who are often in the spotlight get photographed by the paparazzi a lot for events such as their concerts or just going out, these photos will then go out to the public and young teenagers will see their 'idol' or someone they get inspired by and this will then encourage them to want to buy the same clothes. Especially for celebrities such as A$AP ROCKY who is a huge fashion influencer, him wearing Palace clothing will put the brand higher up in its reputation.
(@palaceskateboards)
Moreover, Palace has built its brand status by working with other famous brands such as adidas and reebok. These collaborations have appealed to those who buy adidas/reebok, and even though the people who bought the clothes may not necessarily know the brand Palace, they are learning about the brand whilst wearing it, and unintentionally advertising the clothes. Collaborations are extremely hard to get hold of as they only make a certain number and these are then sold in Palace and the collaborators store. The hype of people knowing that the stock will not last as it is limited encourages more buyers.
(@palaceskateboards)
Palace Skateboards is also quite relatable to its audience in their clothes. They are also relatable in the way the store is run by the young men and women. Blondey McCoy is one of the faces of Palace Skateboards. This inspirational adult aged 20 wears Palace clothing whilst being all all-time skateboarder, a creative director for the fashion brand Thames (which is closely associated with Palace), models for Burberry and exhibits his own art work, including a collaboration with Damien Hirst in the Heni Gallery. McCoy is an influencer for the streetwear culture and all of what he does now is routed in the love he had for skateboarding. I am happy to say I have spoken to him face to face at a café in Soho, where he spoke to me about the importance of Art History and going to university, even though he did not go himself. I also had a digital encounter with McCoy, because the feedback I left in his exhibition of 'Us and Chem' (2017) exhibition was photographed and put on his Instagram story in admiration. These acts reveal McCoy is someone who wants to communicate with the people who are interested in the streetwear culture, and more than that, he wants to inspire and encourage them to continue and grow in their ambitions.
(@palaceskateboards)
Furthermore, Palace Skateboards is a well-known brand for 'hypebeasts' to wear, similar to Supreme, Bape and so on. Palace is in a hidden part of Soho increasing the mystery and exclusivity of the brand. Palace, like other street wear brands, is quite unique and strange, for example the captions on their clothing pieces are funny phrases all in caps lock, bringing a unique touch to the brand. The models in the clothes are quite edgy and unique people too, such as Adwoa Aboah.
(@palaceskateboards)
Lastly, Palace manages to advertise in very public places, such as underground tube stations and London buses where many people of all ages and classes will see. It is made as murals on walls, such as the Polo Ralph Lauren and Palace collaboration that was plastered on the buildings in New York City.