Palace

Lev Tanju started Palace in London in 2009 and named it after a run-down flat in Waterloo, near the Southbank undercroft, shared by a group of skaters who called themselves the Palace Wayward Boys' Choir. Fergus Purcell, known as Fergadelic, drew the logo, a Penrose triangle with PALACE along each face, and it has not changed since. The team calls it the Tri-Ferg. Gareth Skewis of Slam City Skates came in as Tanju's partner and joint owner. The Palace history on Quiet Menace covers the deliberately grainy videos with Lucien Clarke, Olly Todd and Charlie Young, and the push that came when Supreme opened in London in 2011 and stocked Palace on opening day. The Brewer Street shop opened in Soho in April 2015, around the corner from Supreme, and a New York flagship on Howard Street followed in 2017. Collaborations lean toward sport and the odder corners of British life, from Umbro, Reebok and a long adidas run to Winmau darts and Stella Artois. Juventus wore a Palace and adidas fourth kit against Genoa in October 2019, Gucci followed in 2022, and Nike arrived in 2025 with a sneaker built on the Total 90. Purcell does not skate, and he still draws seasonal graphics for the brand.