Palace Skateboards (often just Palace) is a London-based skateboard and streetwear brand founded in 2009 by Lev Tanju, Gareth Skewis, and Marshall Taylor. Emerging from the south London skate scene and the crew known as the Palace Wayward Boys Choir (PWBC), Palace grew from a small T-shirt line and skate video project into one of the most influential streetwear brands in the world — and the defining British streetwear label of the 2010s.
Key Facts
- Founded: 2009
- Founders: Lev Tanju (creative director), Gareth Skewis, Marshall Taylor (later bought out by Tanju and Skewis)
- Headquarters: London, UK
- Flagship Stores: London (Brewer Street, Soho), New York, Los Angeles, Tokyo, Seoul, Hong Kong
- Industry: Skateboarding, Streetwear
History
Lev Tanju had been skating and filming around London’s Southbank since the late 1990s, eventually gathering a loose crew of skaters, artists, musicians, and photographers under the name Palace Wayward Boys Choir — named ironically after the run-down squats (palaces) the crew inhabited. In 2009 Tanju contacted Gareth Skewis, co-owner of legendary London skate shop Slam City Skates, and the two formally launched Palace. The brand’s distinctive triangular Tri-Ferg logo was designed by Fergus “Fergadelic” Purcell, who was at the time Marc Jacobs’ design director.
Palace built its identity through deliberately lo-fi VHS-quality skate videos, a dry British wit applied to product descriptions and graphic design (including early bootleg-style riffs on Chanel and Versace), and a focus on distinctly English cultural references — rave culture, football, grime, and a south London irreverence that set it apart from the American-dominated streetwear market. Collaborations with Adidas, Reebok, Ralph Lauren, Gucci, and Umbro followed as the brand’s reach expanded globally. Lev Tanju has remained creative director throughout, and in 2025 launched FILA+, his first project outside Palace.
Skate Team and Culture
Palace has always been a genuine skate brand first. The team has included Lucien Clarke, Blondey McCoy, Chewy Cannon, Benny Fairfax, and Heitor da Silva — skaters who are as known for their style as their technical ability. The brand’s annual skate videos remain cultural events within the skateboarding world.
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