How Palace Took Over Both Streetwear and Skateboarding

At its core, Palace has always been a skate brand first and foremost. While many brands have used skateboarding as a marketing tool, Palace was built from within the culture, staying true to its roots even as it gained mainstream recognition. The brand’s commitment to authentic skateboarding is one of the biggest reasons for its success—it never tried to "sell" skateboarding; it simply lived and breathed it.

From the beginning, Palace prioritized an authentic representation of skate culture. Unlike many brands that polish their marketing to appeal to a wider audience, Palace embraced raw, unfiltered skateboarding. Their early promotional videos were lo-fi, often filmed on VHS with shaky handheld cameras and edited with a deliberately chaotic aesthetic. This DIY approach wasn’t just for show—it was a direct homage to the classic 90s skate videos that inspired Palace’s founders. These gritty, no-frills edits instantly resonated with skaters who had grown tired of overly polished, corporate-sponsored content.

But Palace’s biggest contribution to skateboarding wasn’t just its aesthetic—it was the skate team it built. From day one, Palace assembled a crew of talented skaters who embodied the brand’s attitude and style. The team originally featured UK-based skaters like Lucien Clarke, Olly Todd, and Charlie Young , and as Palace grew, so did its roster. Riders like Chewy Cannon and Rory Milanes became some of the most recognizable names in European skateboarding, helping Palace establish itself as a serious presence in the scene. Lucien Clarke, in particular, became a standout figure—not only for his smooth, stylish skating but for his role in bridging the gap between skateboarding and fashion.

Palace’s skate videos played a crucial role in solidifying its credibility. In 2017, they released their first full-length video, "Palasonic" , a high-energy, VHS-filtered masterpiece that celebrated both the team’s talent and Palace’s unique visual style. Featuring fast-paced London street skating mixed with trippy animations and unpredictable edits, "Palasonic" felt like an evolution of 90s-era skate tapes, brought into the modern era. It captured the essence of what made Palace special—nostalgic yet fresh, chaotic yet calculated.

Through its skate team, videos, and unwavering commitment to the culture, Palace didn’t just align itself with skateboarding—it became one of the most influential forces within it. By staying true to its roots while pushing boundaries, Palace created a blueprint for how a skate brand can grow without losing its identity. And as we’ll explore in the next section, it was this authenticity that allowed Palace to make a seamless transition into the world of streetwear

While Palace was founded as a core skateboarding brand, it didn’t take long for it to become a dominant force in streetwear. What started as a grassroots movement in the London skate scene quickly evolved into a global fashion phenomenon, bridging the gap between authentic skate culture and high-end street style. Unlike many brands that struggle to balance credibility in both worlds, Palace thrived by staying true to its identity while embracing the fashion industry on its own terms.

One of the key drivers behind Palace’s rise in streetwear has been its collaborations with major brands . Unlike some skate brands that shy away from the fashion world, Palace leaned into it, but always with a rebellious edge. Over the years, they’ve partnered with some of the biggest names in fashion and sportswear, including Adidas, Reebok, Ralph Lauren, and even Gucci . These collaborations weren’t just about slapping a logo onto existing products—they were carefully curated collections that fused Palace’s irreverent, skate-centric style with the prestige of legacy brands. The Ralph Lauren x Palace collection, for example, was a groundbreaking moment, marking one of the first times a high-fashion brand had truly embraced skate culture.

Beyond collaborations, Palace built its identity through a distinct aesthetic that set it apart from other skate brands. While many labels took inspiration from American street culture, Palace injected a uniquely British sensibility into its designs. From vintage football kits to ironic bootleg-style graphics, Palace’s collections embraced a blend of 90s nostalgia, underground rave culture, and tongue-in-cheek humor . Their ability to not take themselves too seriously became one of their biggest strengths—whether it was ridiculous ad campaigns or graphics featuring absurd slogans, Palace always maintained a level of playfulness that resonated with fans.

Of course, Palace’s rise in streetwear was also fueled by celebrity endorsements . As the brand gained traction, it naturally found its way into the wardrobes of hip-hop and fashion icons like Rihanna, Jay-Z, and Kanye West . When these cultural heavyweights were spotted rocking Palace hoodies and jackets, it cemented the brand’s status as more than just a skate label—it became a symbol of effortless cool. Unlike brands that force celebrity partnerships, Palace’s appeal felt organic; it wasn’t trying to chase mainstream fashion—it just made high-quality, stylish gear that people genuinely wanted to wear.

By seamlessly blending skate culture with streetwear and high fashion, Palace carved out a space that few brands have managed to occupy. It stayed authentic to its roots while embracing a global audience, proving that a skate brand could be both core and commercial without losing its soul.

Over the past decade, it has cemented itself as a cultural powerhouse, blurring the lines between skateboarding, streetwear, and high fashion while maintaining an underground edge. Its influence extends beyond clothing, shaping the way youth culture engages with skateboarding, style, and even brand identity itself. Palace has managed to capture the rebellious, DIY ethos of skateboarding while packaging it in a way that resonates with a much wider audience.

One of the clearest signs of Palace’s impact was its nomination for the 2018 Fashion Awards in the Urban Luxe category , putting it in the same league as industry titans like Supreme and Off-White. This nomination validated Palace’s ability to transcend skateboarding and establish itself as a legitimate fashion brand—without ever abandoning its roots. The recognition wasn’t just about its designs; it was about how Palace redefined what a skate brand could be, proving that authenticity and commercial success weren’t mutually exclusive.

Palace’s influence on youth culture is undeniable. Unlike brands that attempt to manufacture credibility, Palace’s appeal feels entirely organic. Its ability to blend skateboarding with streetwear, British humor, and 90s nostalgia has drawn in fans from all backgrounds—whether it’s die-hard skaters, sneakerheads, hip-hop artists, or suburban kids looking for an identity. By keeping its branding raw and unpolished, Palace has created a sense of inclusivity, making its audience feel like part of an inside joke. This authenticity has made Palace one of the few brands that can thrive in both underground skate scenes and high-fashion circles without alienating either.

As the brand has grown, so has its global presence . What started as a local London skate crew is now an international phenomenon, with flagship stores in major cities like London, New York, Tokyo, Los Angeles, and Seoul . Each store is more than just a retail space—it’s an extension of Palace’s identity, often featuring absurd marketing campaigns, humorous product descriptions, and unique interior designs that make them feel like part of the brand’s world. By expanding globally while maintaining its distinctly British character, Palace has managed to create a worldwide community that feels connected to its original vision.

Through its ability to merge skateboarding, fashion, and youth culture in an effortless way, Palace has become one of the most influential brands of its generation. It has redefined the relationship between streetwear and skateboarding, proving that a brand can be both commercially successful and culturally authentic.

Palace has already cemented itself as one of the most influential brands in both skateboarding and streetwear, but what does the future hold? If history is any indication, Palace will continue to evolve, staying ahead of trends while remaining true to its roots. Unlike many brands that lose their edge as they grow, Palace has managed to maintain its credibility by constantly pushing boundaries and embracing the unexpected.

One of the key factors in Palace’s ongoing success is its commitment to innovation . The brand has never been afraid to experiment, whether through its designs, marketing, or high-profile collaborations. From unexpected partnerships with brands like Ralph Lauren and Gucci to its signature mix of retro aesthetics and modern sportswear, Palace has continuously reinvented itself without abandoning its core skateboarding identity. Looking ahead, it’s likely that Palace will continue to explore new design territories , potentially incorporating more technical apparel, experimental fabrics, and high-fashion influences while keeping its signature irreverent humor intact.

Beyond fashion, Palace’s dedication to community engagement will play a crucial role in its longevity. Unlike brands that merely use skateboarding as a marketing tool, Palace has actively supported the skate scene through sponsoring events, backing individual skaters, and producing high-quality skate videos. As the skateboarding industry grows—especially with its increased visibility after its Olympic debut—Palace has the potential to deepen its influence by investing in grassroots skateboarding projects , supporting new generations of skaters, and expanding its presence in emerging skate scenes around the world.

Another major factor that could shape Palace’s future is its approach to sustainability . As the fashion industry moves towards eco-conscious production, many streetwear brands have been forced to rethink their manufacturing processes. While Palace has yet to make sustainability a core focus, there’s an opportunity for the brand to set new standards in sustainable streetwear and skate gear . Whether through responsible sourcing, eco-friendly materials, or limited production runs to reduce waste, Palace could help reshape how skate brands approach environmental responsibility without compromising on style or quality.

With its ability to adapt and stay culturally relevant , Palace is well-positioned to remain a dominant force in both skateboarding and streetwear for years to come. Whether through new collaborations, deeper ties to the skateboarding community, or a stronger emphasis on sustainability, Palace’s next moves will undoubtedly influence the future of both industries. One thing is certain: as long as Palace keeps its rebellious spirit intact, it will continue to set the standard for what a skate brand can be.