A lot of brands could benefit from walking before they run and while I always want to celebrate homegrown organisations here, I rarely get the sense that there’s anything behind the brand to differentiate it from the rest when I get emails about new lines. That’s because I’m still judging things by the standards that Gimme 5, maharishi and Slam City set (and there’s a whole book — or at least a booklet — to be written on Duffer’s contribution and legacy). Shouts to Trapstar, Grind London and Y’OH (currently on hiatus) for creating brands with a sense of substance and none of the thirst that deads a brand from the offset — every brand I ever loved as a kid didn’t even seem to want my business and that was appealing to me. it still appeals.
Personable, transparent, super-social, heavily PR’d wannabe Supremes miss the point of why Supreme built foundations that can sustain waves of hype that could kill a lesser brand — crucially they have a skate heritage. If you’re making streetwear for streetwear’s sake without any subculture at the core other than a quick blog buck from the slew of British sites who’ll post any old shit then you’d better be making the best tees, hats and sweats ever. Most aren’t. Having said that, the blokes behind brands like Hype are almost certainly richer than the people behind interesting product, so credibility as we knew it back in the day might be an archaic concept.
Palace is interesting in that it’s rooted in the same spirit as Slam City spinoffs like Silas (given the folks involved, it’s practically a sequel), but it seems to have hit multiple audiences without compromising, as that triangle is on nearly every moodboard and presentation I’ve seen in the last year in one way or another. Shouts to Gareth and Lev for that one — jaded old farts like me love what they’ve created and so does that lucrative 16-19 year old consumer that brands are baffled by right now. I still think that the handful of alpha kids who know have an innate understanding of whether a brand is begging it by trying to bamboozle them with Tumblr-sourced skulls and galaxy patterns or whether a brand — or the folks who run it — have a certain subcultural provenance. Maybe I’m deluded.
To see Palace rise from a collective putting out book reviews, tees and clips to something that brands —from high street to high-end lines — want a bit of in a few years is phenomenal. If Relax ran the classic (shouts to Mr. Chris Law) October 2002 Slam City feature now, that diagram (above) would probably only be slightly different (for starters, TONITE, Aries and Palace would be there). It’s unhealthy to live with two feet in he past, but I think it’s always good to get retrospective in order to understand why Slam is such an important part of our culture and it’s an institution that’s key to appreciating the importance of skateboarding as a central force in creating a market for daft printed tees in this grey climate of ours.
The Palace Christmas Pop-Off opens this Friday at 100 Shoreditch High Street (an address that seems to place it within the Ace Hotel space) and the flyer promises nothing but awesome things rather than just garms, hardware and shoes — “a new silver board that makes you skate faster”, “hyper-printing techniques” we haven’t seen before and bobble hats, plus the new Palace Reebok project are all going to be there. This will be popular.