Palace Skateboards have opened their first ever store in soho
If the epic queue of hyped up fans on opening day is anything to go by… this summer is going to be a very good one for the team at Palace!
The adored London skate brand was founded only 6 short years ago by Southbank skater Lev Tanju when he became fed up with the blandness of the UK skateboarding scene. Named ironically after the dilapidated state of their living accommodation at the time, Tanju and his crew began printing their own T-shirts.
Since their humble beginnings Palace have sky-rocketed thru the scene. Being an allowance saving staple not only for skate rats but repped by the likes of ASAP Rocky, Drake and Rihanna. Past collaborations include their recent jaw-dropping team up with Adidas Originals, Dover Street Market, Umbro, Reebok Classics, Tate London, and parodied versions of Versace and Chanel to name a few.
But it’s not the glossy celeb endorsements that have gained Palace so much respect. Its Lev’s Tanju too cool eye for design and don’t give a shit attitude that keeps the brand on top.
“I like people who wear whatever they want to wear and don’t give a fuck about anything.” He also echoes the food-chain ethos of the skating community and Palace “All the money goes to the skateboarders to do what they do.”
It also helps that since the beginning Palace produce and maintain a very high quality, clean design and a limited run of all the lines they put out. From their trademark triangle all the way thru to their wheels and boards.
The new space on Brewer Street will stock the full production line of Palace clothing and accessories as well as rare and exclusive releases. Prices range from £15 for premium skate socks to £300 for a Melton wool bomber made in London.
Like the label the shop is designed to perfection, and some lucrative retail therapy. Black and white custom marble floors inset with their signature P, smooth concrete and wood features, a full-service skate shop, turntables and a selection of records for sale
“I’ve been trying to do it for ages, really,” Lev Tanju says speaking to Style.com. “I was just waiting to find the right spot. It’s a lot of work, but it’s all fun, really.”
“I want it to be a place where people can come to chill, buy some music, buy some clothes, buy some skateboards. Basically, just somewhere for me to hang out, to be honest.”
26 Brewer Street | Soho
Words Tracy Kawalik
Photos Courtesy of Palace and SISTER London