Palace Skateboards announces store opening in Tokyo

In the space of a few years, Palace has established itself as one of the most interesting skateboard brands on the market. Founded in London in 2009 by Levent Tanju and Gareth Skewis, Palace managed to carve out a niche for itself in a commercial skate landscape in desperate need of a refresh, catching consumers' attention by playing with industry conventions and flipping 90s skate videos on their heads by emphasising the trashy side of the decade's VHS tapes. 

Video announcing the upcoming Palace store in Tokyo

Initially restricted to the British market, the brand has since gone global, making waves in the fashion world with its reinterpretation of 90s streetwear codes mixed with XXL logos, and participating in an ongoing creative partnership with Adidas since 2015. The brand has also previously collaborated with Reebok and Oakley, and has just teased an upcoming collaboration with Ralph Lauren in Japan. 

It's no coincidence that Palace chose the streets of Tokyo to announce the partnership with Polo, as it's in the Japanese capital that the brand will be opening its third global store on Saturday, 3rd November, in Shibuya's Jingumae district.

Palace currently operates locations in London and, since spring 2017, New York's SoHo neighbourhood. As it did with its US store, the brand has once again called on actor Jonah Hill to promote the opening of its Tokyo flagship. 

Translated by Robin Driver

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