Palace

Palace Skateboards was founded in London in 2009 by Lev Tanju, who began silk-screening team graphics for his crew of South Bank skaters from a Camden squat. The brand grew out of skating's purest place — actually skating, on an actual public plaza, with actual friends — and channeled that authenticity into a uniquely British editorial voice: dry, self-mocking, occasionally vulgar, never trying too hard. The Tri-Ferg logo (Fergus Purcell's three-sided motif) anchored a product canon built around tracksuits, fleeces, and what the brand calls 'sportstoff' — a self-coined word for sport-adjacent everyday wear. Over the 2010s Palace collaborated with Reebok, Umbro, Adidas (the famously sold-out Palace x Adidas tracksuits), Polo Ralph Lauren, and Ralph Lauren's Stadium 1992 line — every collab landing within an editorial sensibility that other streetwear brands have spent the past decade trying to copy. Palace remains independent, controlled by Tanju, with retail outposts in London (Brewer Street), New York, Los Angeles, Tokyo, and Seoul. Almost everything is made in Europe. The Thursday drop ritual mirrors Supreme but the temperature is different — Palace's voice is younger, weirder, and more visibly invested in skating-as-skating rather than skating-as-branding.